Kubota Canada Earns Top Rankings Among Full Lines from Dealers

The North American Equipment Dealers Assn. (NAEDA)'s annual Dealer-Manufacturer Relations survey results are out, and Kubota Canada came out on top with the highest average mean score for the full line manufacturers. 

Dealers are allowed to rate up to 7 manufacturers they carry and rank them based on their experience in 11 categories, including: product quality, availability and technical support, parts availability, quality and return policy, communication, warranty and marketing/ advertising support with a separate rating for overall satisfaction. Respondents rate manufacturers on a scale from 1-7, where 1 is “extremely dissatisfied” and 7 is “extremely satisfied.”

While the survey results accurately assess dealer attitudes regarding the lines they represent, it is important to note that the ratings represent dealer satisfaction captured in a singular moment. The results could change relatively quickly due to external factors or situations.

In addition to having the highest average mean score at 6.12, Kubota Canada had the highest score in all but once category — product availability — where it finished second behind Claas. Kubota Canada also saw its scores improve over last year in all but one category — product technical support.

Also notable in this year’s results, while New Holland had the lowest average mean score of the 7 main lines ranked at 4.38, it did show an improvement in all but one category. It also had the highest improvement in average mean score, up 4.5% over 2024. The one category in which New Holland saw its score drop was marketing & advertising support, and it was down the most of all the full lines at a drop of 15.76%.

The following are the manufacturers’ performance in each of the studied categories, in the order of what is important to dealers. The numerical scores are based on a scale of 1 (extremely dissatisfied) to 7 (extremely satisfied), while the trending data is expressed in percentage change.