Mercedes-Benz has climbed back into the top 10 of the National Automobile Dealers Association’s Dealer Attitude Survey for the first time since 2022, according to Automotive News, a notable improvement for a luxury brand that has made rebuilding trust with its retailers a priority.
The confidential survey is conducted twice a year and allows franchised new-vehicle dealers to grade the manufacturers they represent on overall performance, the value of the franchise and the factory’s willingness to listen to dealer concerns. NADA began the survey in 1985 and describes it as the dealers’ report card to automakers. The winter 2026 survey generated about 16,000 responses, with the results distributed to dealers and manufacturers during the spring. The summer survey is underway through July 30.
Lexus once again earned the No. 1 ranking, followed by Toyota, BMW and Honda. Those four brands held the same positions in the summer 2025 survey. Subaru moved up one place to No. 5, while Kia, Mazda and Buick-GMC also gained one position apiece to finish sixth, seventh and eighth.
Mercedes-Benz ranked ninth, returning to the top 10 under Adam Chamberlain, who became CEO of Mercedes-Benz USA in July 2025 after serving as chief operating officer of dealership group Lithia Motors. Chamberlain brought the perspective of a retailer to the automaker’s top U.S. job and moved quickly to hear directly from dealers. He said he met with more than 100 retailers during his first 100 days and gathered feedback from across the country.
Chamberlain told Automotive News that Mercedes-Benz has acted on dealer input to simplify its franchise partnerships and improve support. He said the company’s goal is a more transparent relationship built on clear communication, with dealers receiving the assistance they need to provide a better customer experience.
The improvement is also consistent with findings from dealership advisory firm Haig Partners. In its first-quarter 2026 Haig Report, the firm said Mercedes-Benz posted the largest increase in dealer sentiment of any franchise it tracks. Haig Partners attributed that rising optimism to several changes, including a renewed emphasis on gasoline-powered and hybrid vehicles, greater lease support and incentives on important models, more regional dealer assistance and a more cooperative relationship between the factory and its retailers.
Haig Partners also reported that Mercedes-Benz is targeting annual U.S. sales of 400,000 vehicles by 2030, up from roughly 340,000 during the 12 months ending with the first quarter of 2026. Reaching that goal will require more than new products and advertising. Mercedes-Benz will also need a dealer body willing to invest, compete and enthusiastically support the company’s plans.
Porsche rounded out the top 10, narrowly finishing ahead of Cadillac, but its ranking moved in the opposite direction. Porsche’s U.S. sales fell 15 percent during the first half of 2026, according to the Automotive News Research & Data Center. Haig Partners said Porsche dealers have expressed concerns about vehicle pricing and the cost of required facility upgrades. Porsche declined to comment to Automotive News.
Toyota Motor North America executive Andrew Gilleland told Automotive News strong relationships with Lexus and Toyota dealers remain a competitive advantage and ultimately help the company serve customers. The latest rankings support that view. Products, incentives and inventory all matter, but dealers clearly place considerable value on whether the factory listens when they speak.
NADA WINTER 2026 DEALER ATTITUDE SURVEY
DEALERS’ TOP 10 AUTOMAKERS
- Lexus
- Toyota
- BMW
- Honda
- Subaru
- Kia
- Mazda
- Buick-GMC
- Mercedes-Benz
- Porsche
.jpg?width=150&name=jerry-headshot.jpg%20(1).jpg)
