Franchised Dealers More Upbeat on Q1 Prospects

Franchised dealers more optimistic than independents about Q1 business and consumer confidence

Franchised dealers currently have higher levels of business and consumer confidence than independent retailers, according to the quarterly JudgeService Dealer Barometer.

When asked to rate their business confidence compared to the final quarter of 2025, over a third (36%) of franchised dealers said it was higher. Forty-three percent said it was unchanged, while 20% said it was lower.

The picture was less positive among independent dealers with 43% feeling less confident and an even split between those feeling more confident (28%) and those feeling about the same (28%) as last quarter.

When asked to describe the level of consumer confidence they are seeing, most franchised dealers (43%) said it was about the same as the last quarter, followed by 38% who believe it is higher and 19% saying it is lower.

Meanwhile, independents are tracking reduced levels of consumer confidence with 43% saying it was lower, 28% unchanged and 28% higher.

Commenting on the findings Neil Addley, managing director of JudgeService, said: “Research for our JudgeService Dealer Barometer was conducted in January to provide some insight on confidence levels as the market got back to normal trading following the start of the New Year.

“Despite concerns about EV targets, the results show most franchised dealers are optimistic about their Q1 OEM new car programmes aimed at building engagement, orders and sales up to and after the March plate-change.

“The views of independent dealers are more nuanced, reflecting seasonal caution as these retailers test the waters with the stock they started the year with.”

Dealers were also asked whether they thought the government should phase out the ZEV mandate targets on new car sales.

An overwhelming majority (80%) of franchised dealers said it should be abandoned, while only 8% supported it being continued, while 12% were undecided.

Independent dealers were more ambivalent with 43% undecided, 33% saying it should be removed and 24% happy for it to continue.

Addley added: “With the changes in EU policy and the clock ticking down on the future sales of new petrol and diesel engined cars, franchised dealers are understandably more vocal in their opposition to the ZEV Mandate’s current reduction targets.

“However, independents see a future where used petrol and diesel cars are still going to be in high demand. For these dealers the phasing out and banning of new ICE sales is something they believe may not impact them for many years.

Further details and comments available from Neil Addley on 07795 665927 or neil@judgeservice.com.

About JudgeService

Launched in 2011 by Neil Addley, JudgeService is the UK’s only customer review platform developed exclusively for the car retailing sector. By ensuring all reviews are verified and genuine, JudgeService builds a solid foundation of trust and respect between customers and sellers enabling car retailers to actively manage their online reputations.

JudgeService shares granular insight reports with dealers to help them identify opportunities to improve customer satisfaction levels, with many achieving 100% recommendation scores.

Based in Harrogate, North Yorkshire, JudgeService has published over 1 million customer reviews and is used by over 1,000 franchised, independent and car supermarket sites across the UK.

Issued by Curtis Hutchinson Communications