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HARLEY, BMW DUCATI DO BETTER AT DEALERSHIP LEVEL!
May 2019
The results for Pied Piper PSI® Internet Lead Effectiveness® (ILE®) Industry Study are in. "What happens when customers visit a dealer website and inquire about a vehicle?" This study details scores ranging from zero to 100. The good news is that 21% of dealerships nationwide scoring above 60, demonstrating an effective website-response process. The bad news is that 58% of dealerships scored below 40, struggling to respond effectively to today's website customers. Customers nationally received a personal reply to their website inquiry within 24 hours only 47% of the time on average.
"Consider how dramatically retailing has changed over the past 15 years," said Pied Piper Management Company LLC President and CEO Fran O'Hagan. "If you wonder where all the traditional customers have gone, look instead for customers attempting to interact through dealer websites. Today customers visit dealer websites before visiting in person, and today the opportunity for dealers to ‘meet' first-time customers often happens on-line."
Harley-Davidson follow-up rates were the best in the business, according to O'Hagan. Dealerships selling BMW or Ducati motorcycles were tied for second, followed by Indian and Kawasaki. Brands which improved the most from year to year were Harley-Davidson, BRP's Can-Am brand, and Mahindra tractor dealers. Brands suffering the greatest decline from year to year were Bobcat, Kubota and Husqvarna.
