GMC’s responsiveness to Internet customer contacts is approximately on par with the current auto industry average, information published by automotive analysis and sales company Pied Piper suggests.
GMC‘s performance remained very close to the industry average, though it improved enough to keep pace with the sector’s overall year-over-year rise in responsiveness. Meanwhile, another GM brand, Cadillac, dethroned last year’s winner Infiniti from the number one position in the 2023 Pied Piper PSI Internet Lead Effectiveness (ILE) Study.
The study measures dealer responsiveness to online customer contacts and information requests. “Dealers who respond quickly, personally, and completely to website customer inquiries simply sell more vehicles,” according to CEO Fran O’Hagan of Pied Piper. The responsiveness score therefore gives a snapshot of at least one important element in modern automobile sales.
Almost all U.S. dealers, regardless of brand or manufacturer, show more improvement this year than in any previous year of the ILE study, which debuted in 2011 as a Pied Piper online auto market analysis tool. The accelerating improvement shows dealers have realized the importance of the Internet in modern passenger vehicle shopping.
Dealership performance is ranked on a 100-point scale using data from 20 different parameters. The study period for the latest ILE was July 2022 to January 2023. Pied Piper gathered the necessary information by sending secret shopper customer inquiries to 5,428 individual dealerships, about 2,000 more than were included in the 2022 ILE analysis.
Fast, detailed, personalized responses to customer inquiries earned more points, with responses arriving in 30 minutes or less earning the highest points of all. If the dealership chose to respond using multiple communications channels from the choices of email, text messages, or telephone calls, this also boosted their ranking.
Responding through only a single channel, or failing to respond within 24 hours of the initial contract, lowered the number of points a dealer received. About 30 percent of dealerships attained scores over 80, while a similar percentage scored below 40 points.
Pied Piper gave GMC a score of 60 points, two points above the industry average of 58 points. While this is close enough to the average to be considered an average performance, GMC still improved its score by six points year-over-year. This is better than the three-point rise shown by all auto dealerships surveyed on average.
Turning to The General’s other brands, Buick dealers performed worst, scoring 56 or two points below industry average. This score still represented a seven-point improvement from Buick’s ranking in 2022. Chevy scored 60 points in the ILE, putting it on par with GMC. Cadillac scored 72 points, ahead of the three other brands.
Last year, Big Red was slightly below the industry average, at 54 points versus 56. Still, that score was a four-point improvement from 2021, showing GMC is on a years-long positive trajectory, building better dealership performance in responding to Internet customer inquiries in a period when many car purchases start with an online query.