To drive business growth, Canadian auto lenders must exceed dealer expectations, says J.D. Power’s 2025 Dealer Financing Satisfaction Study.
As Canada’s auto industry navigates rising vehicle prices and shifting trade dynamics, a new report signals a critical call to action: lenders can no longer afford to simply meet expectations—they must surpass them to stay competitive.
According to the newly released J.D. Power 2025 Canada Dealer Financing Satisfaction Study, lender performance now hinges on the quality of engagement with dealers, especially through their sales representatives.
Beyond the Basics: Dealer Satisfaction Demands More
“In today’s environment, doing the bare minimum doesn’t move the needle,” said Patrick Roosenberg, Senior Director of Automotive Finance Intelligence at J.D. Power. “A sales rep’s ability to respond quickly, resolve issues efficiently, and communicate clearly directly influences dealer satisfaction—and by extension, future business.”
The study reveals a sharp difference in dealer loyalty based on experience quality. When sales reps exceeded expectations in facilitating contracts and resolving problems, 63% of dealers said they would “definitely” increase their business with the lender. That number drops to just 42% when reps merely met expectations.
Communication and Speed Are Key
While 62% of dealers prefer in-person sales meetings, 71% favor phone calls for solving problems—underscoring the importance of speed and accessibility. Notably, 77% expect a response within 30 minutes or less from their sales representatives.
Study Highlights: Who’s Leading the Pack?
Among captive lenders:
- Ford Credit ranks highest with a score of 812.
- Hyundai Motor Finance follows at 793.
- Honda Financial Services comes in third at 775.
In the non-captive prime segment:
- TD Auto Finance leads with a score of 830.
- Scotiabank ranks second at 799.
In the non-captive non-prime segment:
- TD Auto Finance takes top honors again, marking its 8th consecutive year at the top, with a score of 820.
The 2025 study is based on nearly 6,000 evaluations from Canadian new-vehicle dealerships and now marks its 27th year, continuing to provide trusted insights into dealer-lender relationships.
J.D. Power: Driving Intelligence for Over Half a Century
A global force in consumer insights and analytics, J.D. Power continues to empower industries with data-backed strategies. Its expertise in leveraging big data and AI has positioned it as a go-to advisor for businesses looking to understand and enhance customer experience.
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