The North American Equipment Dealers Assn.’s annual Dealer-Manufacturer Relations survey results are out, and Kubota Canada came out on top with the highest average mean score among . 

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.”

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 so 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 main lines at a drop of 15.76%.

We’ll have more extensive coverage of the main line OEMs results in the July issue of Ag Equipment Intelligence and will break down the shortline manufacturer results in the September issue of Farm Equipment.

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