Automobile Dealerships plays a vital role in the Automobile retails and automobile manufacturers are largely depends on their dealerships for the market reach. The paper contributes to the emerging topic of dealer satisfaction in Indian automobile retail management. The purpose of this paper is to apply Importance-Satisfaction Matrix analysis (ISMA) to determine various factors that impacts dealer satisfaction and how it can help automobile companies in building their dealer–retail strategy. Author has collected data through detailed survey of 141 automobiles dealers in the Western region of India. This paper has used ISMA to assess perceived importance and satisfaction for the Indian automobile dealers. The result of this study divulges the necessity for auto companies to bring focus on prioritizing critical identified 11 factors which are very Important impact their dealers’ satisfaction level. Although the ‘dealer satisfaction’ as a concept is well researched by scholars however the applying ISMA model and subsequent strategic directions to manufacturer is largely absent. The statistical analysis and insights based on this research findings will provide further clarity and strategic inputs for all automobile players for building long-term and healthy partnerships with their dealers. The paper 1st time attempted to apply ISMA model to explores emerging factors plotted in Cartesian four quadrant Matrix, which will be helpful for Auto manufactures to understand ‘voice of dealers’ in developing their dealer development strategy.