Cadillac Rated Top Brand In 2023 Pied Piper Internet Lead Effectiveness Study1
GM luxury brand Cadillac is the current auto industry champion at turning Internet customer contacts into more car sales, automotive analysis and sales company Pied Piper says.
Cadillac achieved first place in the 2023 Pied Piper PSI Internet Lead Effectiveness (ILE) Study in terms of its dealers’ responsiveness to customer inquiries through its website. Cadillac dealerships placed ahead of rival dealers selling Infiniti, Subaru, Toyota, Volkswagen, and Volvo vehicles.
“Dealers who respond quickly, personally, and completely to website customer inquiries simply sell more vehicles” according to Pied Piper CEO Fran O’Hagan.
The analysts conducting the study submitted information requests to a large number of dealerships to assess the response across the industry. Almost all dealers responded faster and with better information than in the previous 12 years of the ILE study.
The speed and personalization of the response was used to assign points-based ratings to the dealerships. Pied Piper uses 20 different measurements to calculate an ILE score, including the dealership’s response time, the detail and helpfulness of the response, and how often the dealer responded to various inquiries.
The use of multiple channels to respond to an inquiry, including email, text messages, and telephone calls also boosted dealer ratings. Using only one method of contact or not responding at all subtracted points. Notably, Cadillac dealers sent a text or email in response to an inquiry within 30 minutes more than 50 percent of the time.
About 30 percent of all dealerships scored 80 or more on a scale of 100. Cadillac’s overall Internet Lead Effectiveness score in the study was 72. Its rating rose seven points compared to last year’s ILE score of 65, which put it in second place behind Infiniti. Cadillac is three points ahead of Infiniti this year even though Infiniti also bettered its performance.
Cadillac’s score of 72 also puts it significantly above the industry average of 58. The statistical information shows that not only are Cadillac dealers much better at following up on Internet leads, but that their response is improving rapidly year over year.
Among GM’s other brands, Chevrolet and GMC were both above the industry average, too, both with an ILE score of 60. Only Buick dealers registered below the automotive industry average with an average score of 56, though they gained seven points over their performance in 2022.
A significant contributor to Cadillac’s solid performance with online leads is Cadillac Live, the brand’s online car shopping service. Cadillac Live enables users to book a remote session with a Cadillac representative, arranging a virtual tour of the vehicles in the Cadillac Live studio. The representative also answers their questions and connects them with a local dealership.
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I don’t think I’ve ever had an issue with a dealer response time to an internet inquiry. Usually my phone blows up with salesman hounding within seconds of me clicking send…