
BMW Motorrad dealerships ranked highest in the 2025 Pied Piper PSI Service Telephone Effectiveness (STE) Powersports Industry Study, which measured the efficiency and quality of customer attempts to schedule service appointments by telephone. Following BMW were Kubota, Triumph, Polaris Off-Road and Harley-Davidson.
Pied Piper submitted service calls to 1,531 powersports dealerships representing 27 brands, then evaluated the telephone interactions. Each brand’s overall STE Score is a combined average of its individual dealer performances. Scores range from 0 to 100 and include over 30 differently weighted measurements tracking the best practices most likely to generate service revenue and customer loyalty.
“BMW has consistently been ranked among the top three performing brands during the three years this annual study has been conducted,” said Cameron O’Hagan, Pied Piper’s Vice President of Metrics and Analytics. “This year they have achieved the top position due to that consistency.”
BMW led the 2025 STE study with an average STE score of 50 – the same score BMW achieved in both 2023 and 2024.
The industry’s average STE score improved one point over the past year, reaching an average score of 44, one point higher than 2024 but trailing the 2023 high watermark average score by two points.
Performance varied substantially from dealership to dealership, with a minority of dealerships clearly benefiting from their superior processes. 16% of dealerships nationally achieved STE scores over 70, by providing an interaction with their service customers that was speedy, efficient and proactively helpful. In contrast, customers for 11% of the dealerships hung up their phone having completely failed in their attempt to schedule service.