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Dealerships keep improving internet sales lead responses
March 2025
Dealerships are continuing to improve how they respond to internet sales leads, though about 20 percent of customer inquiries still receive no personal response, a new study from industry consultant Pied Piper found.
The firm’s 2025 Internet Lead Effectiveness Auto Industry Study found the average internet lead effectiveness score was 65 out of a possible 100, three points higher than a year ago and the highest average since the company began tracking scores in 2011. What’s more, 28 brands achieved a score of 60 or higher, up from 8 in 2021.
“The auto industry as a whole has improved quite a lot,” Pied Piper CEO Fran O’Hagan told Automotive News. “The typical car dealer is much better at responding today than they were five years ago.”
