Pied Piper Ranks Largest Dealership Groups

By Staff Writer May 14, 2024

Napleton Auto Group dealerships were ranked highest out of eighteen of the largest auto dealer groups for the third year in a row according to the 2024 Pied Piper PSI® Internet Lead Effectiveness (ILE) Study, which measured responsiveness to internet leads coming though dealer websites. Following Napleton were Berkshire Hathaway, Herb Chambers, Ken Garff, and Ganley dealer groups.

Pied Piper submitted mystery-shopper customer inquiries to all dealerships owned by each of the eighteen dealer groups, asking a specific question about a vehicle in inventory, and providing a unique 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. ILE evaluation of a dealership combines over 20 different measurements to create a total score ranging between 0 and 100.

In this year’s study, 42% of dealerships scored above 80, providing a quick and thorough personal response, while 18% scored below 40, failing to personally respond to their website customers. Napleton, the top performing dealer group, significantly outperformed the industry average, with 84% of their dealerships scoring over 80, and only 6% scoring less than 40. “Top performing dealerships focus on their behaviors, but they also carefully track what their website customers are really experiencing – which is often a surprise,” said Fran O’Hagan, CEO of Pied Piper. “Without this step, dealership reports can encourage employees to pretend to respond, with automated responses to quickly ‘stop the clock,’ instead of the personal replies needed by customers.”

Dealer groups with the greatest improvement were Ganley Automotive Group, Serra Automotive Inc. and Berkshire Hathaway Automotive. Meanwhile, the performance of Hendrick Automotive Group, Penske Automotive Group, Morgan Auto Group, and Victory Automotive Group declined three or more points from last year’s scores.

The dealer group industry average ILE score rose to 66 this year, a one point improvement over the past year and four points higher than the 2024 ILE average score for the overall auto industry. The most notable behaviors driving improvement were dealers responding quicker to online customers by phone call, as well increased use of multiple communication channels (phone, email, text) to respond to a customer. Napleton Automotive Group improved in the same key areas as the rest of the industry, but further improved in other areas including attempting to schedule an appointment and answering more questions by text message.

In this year’s study, fourteen of the eighteen dealer groups measured scored at or above the 2024 ILE average score for the overall auto industry. Conversely, for the overall auto industry, only four of the 37 automotive brands measured achieved 2024 ILE average scores above the dealer group industry average.

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Last modified on Thursday, 16 May 2024 10:01