Review performance by brand
How do the dealer networks of the major car brands perform on Google reviews? This comparison measures, per brand, how the locations within the 60 largest dealer groups in the Netherlands handle the voice of their customers: response rate and the complaint gap, over the past 12 months. Derived from the same measurement as the Dealer Reputation Index.
That scope is a deliberate choice. The 60 largest dealer groups account for most of the sales and service volume in the Netherlands, and therefore shape how customers see the brand. So this is not a national brand average: it is each brand's performance at its most important retail partners.
23
brands
1,091
single-brand profiles
28,850
Google reviews
12 mo
rolling window
Every number is counted, not estimated, and traceable to its source. How we measured →
What the brand dashboard does not show
The internal CSI and NPS measure what the factory asks for. This is what the customer, the next buyer and every AI system publicly see at your brand's dealer networks.
A new measurement every month, with the same yardstick for every brand.
The complaint gap by brand at the top 60 dealer groups
Ranked by complaint gap: the share of negative reviews (1-2 stars) without a public reply from the dealer. Only brands with at least 100 reviews in the window.
What this table measures
The review behaviour of each brand's dealer network: how the locations of the 60 largest groups respond to customers and complaints. It says nothing about the quality of the brand or how satisfied drivers are. A brand ranks high because its dealers respond, not because its cars are better.
Why Renault has so many reviews
Importers steer differently. Renault actively steers its dealers towards Google reviews and as a result gets well over 100 reviews per location per year. Other brands, such as the Pon brands, mainly run customer feedback through Klantenvertellen or Feedback Company. We do not see those reviews here. Neither does the car buyer searching on Google, and that is exactly the point.
| # | Merk | Profielen | Reviews 12 mnd | Reactiegraad | Klachtgat | |
|---|---|---|---|---|---|---|
| 1 | Renault | 61 | 7.539 | 4,81 | 98,1% | 2,5% |
| 2 | Dacia | 61 | 1.791 | 4,83 | 94,2% | 8,5% |
| 3 | SEAT | 34 | 126 | 4,60 | 95,2% | 10,0% |
| 4 | Fiat | 62 | 300 | 4,34 | 82,7% | 12,8% |
| 5 | Nissan | 29 | 656 | 4,39 | 88,9% | 15,9% |
| 6 | Volkswagen | 54 | 1.330 | 4,26 | 78,9% | 18,1% |
| 7 | Skoda | 38 | 445 | 4,53 | 82,2% | 19,4% |
| 8 | Peugeot | 76 | 2.802 | 4,43 | 87,0% | 23,1% |
| 9 | Audi | 29 | 563 | 4,16 | 69,4% | 27,6% |
| 10 | Kia | 51 | 2.104 | 4,44 | 84,4% | 28,1% |
| 11 | Hyundai | 23 | 1.082 | 4,64 | 85,9% | 29,7% |
| 12 | Opel | 75 | 1.930 | 4,45 | 88,7% | 30,0% |
| 13 | Citroën | 69 | 757 | 4,54 | 77,0% | 33,3% |
| 14 | Suzuki | 13 | 130 | 4,40 | 40,0% | 40,0% |
| 15 | Mercedes-Benz | 47 | 1.334 | 4,09 | 54,9% | 48,2% |
| 16 | Ford | 69 | 2.009 | 4,28 | 56,8% | 50,2% |
| 17 | Volvo | 53 | 1.290 | 4,37 | 57,4% | 55,1% |
| 18 | MG | 17 | 274 | 3,93 | 40,9% | 58,8% |
| 19 | Toyota | 42 | 1.204 | 4,14 | 47,1% | 60,8% |
| 20 | Mazda | 12 | 188 | 4,33 | 11,2% | 88,0% |
| 21 | BMW | 26 | 651 | 4,02 | 25,0% | 88,5% |
Too few complaints for a measurable complaint gap (and that is good news): Mitsubishi (104 reviews, 1 complaint, response rate 68.3%) and BYD (241 reviews, 9 complaints, response rate 73.9%). Response rate colours: green ≥ 90%, orange 80-90%, red below 80%.
How this was measured
The same measurement as the index
This comparison comes from exactly the same monthly measurement as the Dealer Reputation Index: 302,352 collected reviews from the 60 largest dealer groups, rolling 12-month window, current month excluded. Only added up differently: per brand instead of per group.
Only single-brand profiles
1,091 of the 1,868 profiles carry exactly one brand in the profile name and are counted. Premises with several brands on one profile (such as "BMW & MINI") and profiles without a brand (service points, used cars, bodywork) are not counted. Every brand count is therefore a lower bound.
Deliberately no Reputation Score per brand
This is the bare behaviour comparison: response rate and complaint gap, without a composite score. Brands with fewer than 10 complaints in the window get no complaint gap figure; that would be false precision. See a factual error? Email [email protected]; demonstrable errors are corrected visibly.
Coverage differs per brand
Brands whose network sits mainly with large groups are (almost) fully covered here. Brands with many independent dealers are not: their profile count below is part of the national network. So compare brands on behaviour (response rate, complaint gap), not on absolute numbers. From a next edition onwards we will publish the coverage rate per brand.
Review volume is behaviour too
Large volume differences between brands partly reflect the networks' invitation policy: actively asking for reviews is itself reputation behaviour. A strikingly low volume per profile can also point to merged or shared Google profiles. So volume says something about the process, not just about popularity.
The concepts behind this comparison
The complaint gap
The share of negative reviews that get no reply. The yardstick this brand comparison is ranked on.
Lees de definitie →The premium paradox
The more expensive the brand, the larger the complaint gap. The pattern from the annual study, visible again here in the fresh 12-month measurement.
Lees het artikel →Method and accountability
Rolling 12-month window, version-controlled universe, public register. This is how we measure, step by step.
Lees de verantwoording →
Want to see this broken down for your brand network?
We create a tailored brand analysis: per dealer group within your network the response rate, response time and complaint gap, next to the brand comparison above. Free of charge, within two working days.
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From brand to dealer group
A brand average says nothing yet about a single dealer. In the Dealer Reputation Index you can see per group how the 60 largest dealer companies score, with the same yardstick and a new edition every month.