Recent Press

Monterey, California, USA – April 7, 2025 – Polaris Inc’s Indian Motorcycle dealerships ranked highest in the 2025 Pied Piper PSI® Internet Lead Effectiveness® (ILE®) Powersports Industry Study, measuring responsiveness to internet sales leads coming through dealership websites. Following Indian were Harley-Davidson, BMW, and BRP’s Can-Am off-road dealers.

Pied Piper submitted customer inquiries through 2,523 powersports dealership websites representing 27 brands. Each inquiry asked a specific question about a vehicle in inventory and included a new customer name, email address, and local telephone number. Pied Piper then evaluated the speed and quality of dealership responses by email, telephone, text message and chat over the next 24 hours. Each brand’s overall ILE Score is a combined average of their individual dealer ILE performances. ILE evaluations consist of over 20 differently weighted measurements, based upon best practices that are mathematically most likely to generate sales, combining into an overall ILE score ranging from 0 to 100.

Indian Ranked Highest for Third Consecutive Year: What Sets Them Apart?

2025 marks the third year in a row the Indian brand achieved the top score in the annual ILE powersports industry study. The Indian brand improved their average score by one point for 2025, reaching an average ILE score of 56.

• Answering Customer’s Question More Often: Indian dealers this year answered their customer’s question by email/text 67% of the time on average, improving six points over last year and 17 points higher than the 2025 industry average.
• Higher Rate of Phone Response: Compared to the industry overall, Indian dealers maintain an eight point lead in the rate of phone response to customer inquiries, occurring 58% of the time on average.
• “Did Both” for More Inquiries: Indian dealers “did both” (answering an inquiry by email/text and also phoning, improving the odds of a response reaching the customer) 46% of the time on average, eight points higher than last year and 20 points higher than the industry average.

“The Indian motorcycle brand has maintained industry leading web-response behaviors during a challenging time in the powersports industry,” said Cameron O’Hagan, Pied Piper’s Vice President of Metrics and Analytics. “Two years ago, when market conditions were more favorable, dealers could easily afford to expand their staff and refine operations. Today, however, tougher conditions have many dealers battling just to keep the lights on.”

How Did the Industry Perform Over the Past Year?

The overall powersports industry average ILE score remained the same over the last year, both with ILE scores of 44. Powersports dealers in 2025 improved phone behaviors and rate of response, but also experienced declines in other important areas, resulting in no overall change in total ILE Score

Behaviors that Improved:

Powersports dealers in 2025 performed better in phone and text response, and the rate of dealers failing to respond occurred less often:

• More Phone Response: Dealers this year were 5 points more likely to respond to online customer inquiries by phone, occurring 50% of the time on average.
• Better Use of Texting: Customers were more likely to receive a text response answering their question, increasing 5 points to an overall rate this year of 30%.
• Fewer Failures to Respond: Dealers failed to respond to online inquiries less often this year, occurring only 9% of the time on average.

Behaviors in Decline:

There were two notable declines in behavior that held back overall industry score improvement:

• Less Emails Answering Questions: Dealers answered customers’ questions by email 27% of the time on average in 2025, down from 35% last year.
• Not Offering Appointments as Often: Only 10% of customers in 2025 received a response that included an offer to set up an appointment, in contrast to last year where it occurred 13% of the time on average.