Infiniti dealerships ranked first in Pied Piper PSI’s Internet Lead Effectiveness Study for the second year in a row, demonstrating their ability to successfully weather the supply shortage and pandemic.
Pied Piper submitted 3,628 inquiries to dealer websites asking specific questions and assigned a score out of 100 based on how dealers responded over the next 24 hours, it said in a statement. press Monday.
Although Infiniti’s score of 67 fell from 71 last year, it was still 2 points higher than second-placed Cadillac.
Mazda and Subaru rank first among mainstream brands, with scores of 61, according to the study.
The pandemic and shortage of supply have made internet leads even more important for dealerships, as many serious shoppers may not want to visit stores without knowing when a specific model will be available, said Fran O’Hagan, CEO of Pied Piper. Automotive News.
Infiniti, despite its year-long decline, still posted the biggest increase in its score since the start of the pandemic, up 18% from 57 in 2020. Luxury brand Nissan Motor Co. managed to instill in its dealers the importance of responsiveness, O’Hagan says.
“For all of those brands that are getting high scores, manufacturers see that part of the business as essential,” he said. “Infiniti management has an opinion on how web customers should be treated, and they don’t hesitate to let dealers know what that opinion is.”
The study indicates that 15 of the 34 brands have lowered their score this year, including Fiat, which fell to last place.
The method used by dealers to contact customers has also changed. Phone calls to follow up internet inquiries continue to decline each year as email responses increase and move closer to picking up calls as the most common way to reach out.
However, successful dealers don’t follow one way, O’Hagan said.
“If you’re just tracking email or phone, you’re missing about a third of your customers,” O’Hagan said.
He said there is still a long way to go to improve this reach, even among the biggest brands, which are still far from a perfect score of 100.