Subaru Canada
The Canadian Automobile Dealers Association presented its 2025 Dealer Satisfaction Index (DSI) Survey Awards during the CADA Summit in Toronto on Wednesday afternoon, recognizing the manufacturers that earned top ratings from their dealer networks.
Now in its 36th year, the DSI Survey measures dealer satisfaction across 17 key areas of business performance. Conducted in the fall, the 2025 survey achieved a 76.4 per cent response rate — the sixth consecutive year participation has exceeded 70 per cent.
“In a particularly challenging year for dealers, and for our industry as a whole, we are pleased to see such strong participation and engagement in the DSI Survey,” said Tim Reuss, CADA’s president and CEO. “This clearly demonstrates the importance of the survey to both dealers and brands.”
Lexus Canada
Awards are presented in two categories: manufacturers with 100 or fewer dealers, and those with 101 or more. Honours recognize highest overall dealer satisfaction, most effective manufacturer-dealer communications, and most improved overall satisfaction.
Brands with 100 or fewer dealers
- Highest Overall Dealer Satisfaction: Subaru (13th consecutive year)
- Most Effective OEM–Dealer Communications: Lexus
- Most Improved Overall Dealer Satisfaction: Acura
Accepting Subaru’s award, Tomohiro Kubota, chairman, president and CEO of Subaru Canada, called the recognition “a great honour,” marking the brand’s 13th consecutive year at the top of the category.
Kubota noted the company’s growth alongside its dealer network. “Thirteen years ago, when we started this consecutive winning streak, Subaru sales in Canada were 36,000 units annually,” he said. “Last year, Subaru reached a record 70,953 cars.”
Floyd Jones, director of sales at Subaru Canada, said dealer advisory councils remain central to the brand’s approach. “We really like to make sure that we follow the consistent guidance of all of our dealer partners,” he said, adding that the company’s work is grounded in “respect, trust, and transparency.”
Martin Gilbert, director of Lexus Canada, said the communications award reflects the company’s culture of engagement.
“It is part of our culture, rich communication, adding a very clear path to our vision and how we engage with our dealers,” he said. “It is a true partnership approach that we have with Lexus and it’s working very well.”
Mazda Canada
Brands with 101 or more dealers
- Highest Overall Dealer Satisfaction: Mazda (7th consecutive year)
- Most Effective OEM–Dealer Communications: Mazda (7th consecutive year)
- Most Improved Overall Dealer Satisfaction: Honda
Amy Fleming, president and CEO of Mazda Canada, accepted two awards in the 101-plus dealer category, pointing to the importance of alignment as market conditions continue to shift.
“As everyone in the room knows, and we have been hearing all morning, we’re facing a lot of disruption in our industry,” said Fleming. “I think what’s important as a brand is how we navigate this disruption together with our retailers as one team.”
Fleming said Mazda’s focus is on consistent follow-through. “We meet frequently, we speak openly, and then we take action to address the concerns or opportunities that come up from our retailers,” she said.
James Marchand, vice president, sales and marketing at Honda Canada, said the most improved award reflects progress built through collaboration.
Honda Canada
“These awards mean a great deal to us as they reflect our progress and demonstrate what can be accomplished through a process of honest communication and collaboration,” said Marchand.
“We know there’s still more work to do, but what matters most isn’t the score or the ranking today, it’s what this recognition represents,” he added.
The awards were presented by Marc Bourassa, chair of CADA’s Industry Relations Committee and dealer principal at Cadillac of Laval, alongside Bruce Rosen, CADA’s executive director, industry relations.
TD Auto Finance is the exclusive sponsor of the CADA Summit.
