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Study finds Napleton tops auto groups in responding to website customers
September 2023
Napleton Auto Group ranked as the dealer group most responsive to Internet leads, according to research by Pied Piper.
The 2023 Pied Piper PSI Internet Lead Effectiveness Study showed Napleton at the top of the list for the second consecutive year, ahead of Penske Automotive Group and Herb Chambers Auto Group, which tied for second. Napleton's average score of 83 out of 100 was a nine-point improvement over the 2022 study.
The study of 17 national dealer groups measured responsiveness to Internet leads coming though dealership websites by submitted mystery-shopper customer inquiries through the individual websites of 1,614 dealerships, asking a specific question about a vehicle in inventory, and providing a customer name, email address and local telephone number.
Pied Piper then evaluated how the dealerships responded by email, telephone and text message over the next 24 hours. All dealerships of each dealer group were evaluated.
The study found 15 of the 17 dealer groups scored higher than the overall auto industry average score of 58 — only Lithia Motors and Greenway Automotive did not.
