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Digital Dealer
Auto Industry Improves Response to Website Customers
March 2025
Pied Piper’s 2025 PSI Internet Lead Effectiveness (ILE) Auto Industry Study, which measured responsiveness to internet sales leads coming through dealership websites, found the overall auto industry average performance increased three points to 65, the highest average to date.
Looking at the past five years, the auto industry has maintained a steady upward trend in performance. For example, in the 2025 study, 28 brands achieved ILE scores of 60 or higher, compared to only eight meeting the same benchmark in 2021.
Subaru dealerships ranked the highest in the 2025 study, followed by Infiniti, Acura, Toyota and Lincoln. This is the first year Subaru achieved the top ranking in an ILE industry study. The Subaru brand performance improved by nine points for 2025, reaching an average ILE score of 77, the new highest auto brand ILE score to date. Besides Subaru, Acura, Hyundai, Lincoln and Fiat were the brands with the largest improvement compared to last year, each improving their ILE average score by nine or more points.
