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Subaru’s Dealers Lead the Way: Internet Lead Responsiveness Soars
Franchise dealerships have exhibited unprecedented growth in their responsiveness to internet leads, with Subaru emerging as a clear industry leader. According to the Pied Piper’s 2025 PSI Internet Lead Effectiveness Study, this marks the third consecutive year in which responsiveness scores have reached record highs, boasting an all-time industry average of 65 out of 100—a 3-point increase from the previous year.
The Winning Formula: Multi-Channel Communication
This year’s results reflect a significant shift in communication strategies among dealerships. Subaru dealers achieved an impressive score of 77, the highest recorded since the study began in 2011. One of the key factors contributing to Subaru's success is their strategic use of multiple communication channels; they contacted potential customers through various means 71% of the time, far exceeding the industry average of 49%. This proactive approach not only facilitates better customer relationships but also greatly influences the likelihood of converting leads into sales.
Industry Trends: A Closer Look at Overall Performance
The 2025 study surveyed responses from secret shopper inquiries submitted through the websites of over 4,000 dealerships. With 85% of dealers responding via at least one communication method and 49% utilizing multiple channels, the auto industry shows notable improvements in direct customer interaction. Key enhancements this year include a 10-percentage-point increase in the likelihood of answering customer inquiries through email or text, now averaging 69%.
Why Should Dealers Care? The Real-World Impact of Responsiveness
Pied Piper’s Vice President of Metrics and Analytics, Cameron O’Hagan, highlighted that establishing effective communication pathways can significantly boost auto sales. "A consistent multi-prong response to every customer is crucial—dealers can't predict which method of communication will resonate best with potential buyers," he noted. The data indicates that dealerships that increase their response rate from below 40 to an average above 80 can sell as much as 50% more units from the same number of internet leads.
Learning from the Best: What Other Brands Can Do
Following Subaru in the rankings were Infiniti, Acura, Toyota, and Lincoln, with scores of 73, 71, 70, and 68, respectively. Interestingly, Fiat showed the greatest year-over-year improvements, climbing 14 points, though their score of 62 still fell below the average. This reflects a broader trend; among the 35 brands evaluated, 28 achieved scores of 60 or above, a significant uptick from just eight brands reaching this benchmark in 2021.
Addressing Areas for Improvement
Despite these advancements, the study also revealed areas where performance dipped slightly, such as the rates of texting customers falling from 70% in 2024 to 64% this year. However, the effectiveness of the texts has improved, with inquiries successfully answering customer questions rising to 38%. It suggests a critical opportunity for continued growth, emphasizing the importance of thorough training in sales techniques to maintain a sharp focus on customer needs.
If you're a dealership owner or general manager, now is the perfect time to reevaluate your response strategies. Prioritizing a multi-channel approach and ensuring your staff is well-trained in effective communication can significantly impact your sales performance. The evolving landscape of the automotive industry requires you to adapt to remain competitive.
For further insights into improving dealership interactions and effectiveness, consult training platforms that focus on real-world scenarios and practical solutions tailored to the unique challenges of the auto industry.
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