Lexus Dealers Rank Highest in NADA's 2026 Winter Dealer Attitude Survey

Key Takeaways

• Lexus ranked first overall in NADA’s Winter 2026 Dealer Attitude Survey, earning the highest marks from its franchised dealers.
• Dealer satisfaction improved across much of the industry as automaker-retailer relationships continued to recover.
• Infiniti finished last, with Jaguar, Alfa Romeo, Mitsubishi, and Nissan rounding out the bottom five.
• The NADA issues a twice-yearly report card measuring how franchised dealers feel about the manufacturers they represent.
• Lexus’s strong relationship with retailers remains a notable advantage as competition intensifies across both the luxury and mainstream markets.

What is the NADA Dealer Attitude Survey?

The National Automobile Dealers Association (NADA) issues a twice-yearly report card measuring how franchised dealers feel about the manufacturers they represent. The survey asks dealers to rate their OEMs in areas ranging from communication and product support to overall franchise value.

This survey provides valuable insights into the relationships between automakers and their dealers, highlighting areas of strength and weakness in their partnerships.

How Did Lexus Achieve the Top Spot?

Lexus’s strong relationship with its retailers is a key factor in its success. The luxury automaker has consistently prioritized communication, product support, and overall franchise value, resulting in high satisfaction rates among its dealers.

This focus on dealer satisfaction has paid off, with Lexus ranking first overall in the 2026 Winter Dealer Attitude Survey.

What Does This Mean for the Industry?

The survey’s findings suggest that dealer sentiment is improving across much of the industry, with many brands posting higher scores than in previous surveys. This is likely due to the stabilization of inventories and refinements in product strategies.

However, not all automakers shared in this success, with Infiniti finishing last and several other manufacturers ranking near the bottom.

What Are the Implications for Infiniti and Other Struggling Brands?

Infiniti’s poor performance in the survey highlights the need for the brand to reassess its relationships with its dealers. By prioritizing communication, product support, and overall franchise value, Infiniti can work to improve its standing and increase dealer satisfaction.

Other struggling brands, such as Jaguar, Alfa Romeo, Mitsubishi, and Nissan, should also take note of the survey’s findings and consider making similar changes to improve their relationships with their dealers.

How Does This Impact the Luxury and Mainstream Markets?

Lexus’s strong relationship with its retailers remains a notable advantage as competition intensifies across both the luxury and mainstream markets. By prioritizing dealer satisfaction, Lexus can maintain its competitive edge and continue to attract and retain customers.

In contrast, struggling brands may find it more challenging to compete in these markets, particularly if they fail to address their relationships with their dealers.

Frequently Asked Questions

Q: What is the NADA Dealer Attitude Survey?

The NADA Dealer Attitude Survey is a twice-yearly report card measuring how franchised dealers feel about the manufacturers they represent.

Q: Which brand ranked first overall in the 2026 Winter Dealer Attitude Survey?

Lexus ranked first overall in the 2026 Winter Dealer Attitude Survey.

Q: Which brand finished last in the survey?

Infiniti finished last in the survey, with Jaguar, Alfa Romeo, Mitsubishi, and Nissan rounding out the bottom five.