How do I evaluate my dealership’s market share performance?

Market share performance should be evaluated relative to broader brand trends, not by looking at dealership market share changes in isolation.

In Maven, Lift vs. DMA is the key metric used to measure your dealership’s true change in competitive position. It compares your dealership’s rate of market share change within its Local Market Area (LMA) against your brand’s rate of market share change across the Designated Market Area (DMA).

This helps determine whether your dealership is outperforming, matching, or underperforming broader brand performance.

• Dealership market share shows your store’s performance within its local market.
• Brand market share shows overall OEM performance across the DMA.
• Lift vs. DMA measures your dealership’s change relative to the brand benchmark.
• A positive Lift vs. DMA indicates your dealership gained share beyond broader brand momentum.
• A negative Lift vs. DMA indicates your dealership underperformed the broader brand trend.

A dealership’s market share can change for different reasons.

For example, if Honda gains market share across a region, an individual Honda dealership may also gain market share simply because the overall brand is performing well.

To understand whether the dealership itself is gaining competitive ground, its performance needs to be evaluated against the broader OEM trend.

Maven does this through Lift vs. DMA.

Lift vs. DMA, found in the LMA view of the Market & Media Performance tab, compares the rate of change in your dealership’s market share against the rate of change in your brand’s market share.

It answers:

“How did my dealership perform compared to the broader brand trend in my market?”

Calculation

Dealership Market Share Change (LMA)
minus
Brand Market Share Change (DMA)
= Lift vs. DMA

Positive Lift vs. DMA

A positive Lift vs. DMA means your dealership’s market share improved more than the overall brand trend.

This can happen when:

• The dealership grows faster than the brand.
• The dealership declines less than the brand.

Example 1: Dealership grows faster than the brand

In this example, the dealership gained market share at a greater rate than the overall brand, indicating the dealership outperformed broader brand momentum.

Example 2: Dealership declines less than the brand

In this example, both the dealership and brand lost market share. However, the dealership declined less than the overall brand, meaning it outperformed the broader brand trend and gained competitive position relative to other same-brand dealerships.

Negative Lift vs. DMA

A negative Lift vs. DMA means your dealership’s market share changed less favorably than the overall brand trend.

This can happen when:

• The dealership grows slower than the brand.
• The dealership declines faster than the brand.

Example 1: Dealership grows slower than the brand

In this example, the dealership gained market share, but the brand grew faster. This indicates the dealership did not keep pace with broader brand momentum and lost relative ground.

Example 2: Dealership declines more than the brand

In this example, both the dealership and brand lost market share. However, the dealership declined more than the overall brand, indicating it underperformed the broader brand trend and lost competitive position relative to other same-brand dealerships.

Isolated dealership market share change shows whether your dealership gained or lost market share, but it does not provide the context needed to understand whether that change represents true competitive improvement or is simply following broader OEM trends.

Lift vs. DMA provides that context by comparing your dealership’s market share change against your brand’s market share change in the region.

It helps distinguish between:

• Growth driven by overall brand momentum
• Growth driven by dealership-specific performance
• Declines caused by broader brand trends
• Declines where the dealership is losing ground relative to same-brand dealerships

This makes Lift vs. DMA the clearest indicator of whether your dealership is improving its competitive position within its market.

When evaluating market share performance:

1. Start with Lift vs. DMA to understand your dealership’s performance relative to the brand.
2. Review dealership market share to understand your store’s position within its local market.
3. Review brand market share to understand broader OEM trends.

Together, these metrics provide the full picture of dealership performance.

Why can’t I just look at dealership market share?

Because dealership market share alone does not account for broader brand movement. A dealership can gain or lose market share due to factors affecting the entire brand, which cannot be entirely attributed to a single dealership.

Is positive Lift vs. DMA always good?

Yes. Positive Lift vs. DMA means your dealership outperformed the brand’s market share change during that period.

Can my dealership market share increase while Lift vs. DMA is negative?

Yes. This means your dealership gained market share, but the brand gained market share at a greater rate.