Buick Ranks Below Average In 2024 Pied Piper Internet Lead Effectiveness Study
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Over the past two years, Buick has ranked below average in terms of converting visitors to its website into paying customers. With that in mind, the Tri-Shield brand maintained this trend despite a notable improvement from last year, coming in below average once again in the most recent edition of Pied Piper’s study.
Buick was ranked 29th overall in the 2024 Pied Piper PSI Internet Lead Effectiveness Study – an annual analysis that measures how dealerships respond to sales leads sent through their website. Notably, the Tri-Shield brand was given a score of 59 / 100, which placed it between Audi (59 / 100) and Chevy (59 / 100) at 28th and 30th, respectively.
While there were six brands that improved their score by more than six points from last year’s study – including Dodge, Genesis, Honda, Kia, and Infiniti – Buick saw its performance rise by just three points. Interestingly, the industry average score of 62 / 100 is the highest average score in the 14 years that Pied Piper has tracked dealer response to website customer inquiries.
“Top-performing dealerships reach out to a customer using multiple paths, then when the customer responds, they follow up using the same path chosen by the customer,” Pied Piper CEO Fran O’Hagan remarked. “Otherwise, too many customers are missed since they don’t see emails or texts or don’t answer phone calls. 2024 is a more challenging business environment for car dealers, and many have responded by improving their interaction with online customers.”
In order to conduct this study, Pied Piper submitted mystery-shopper customer inquiries through the individual websites of 3,957 dealerships, asked specific questions about vehicles in dealer inventory, and provided a customer name, email address, and local telephone number. From there, the analytics company evaluated how the dealerships responded by email, telephone, and text message over a 24-hour timespan.
It’s worth noting that Internet Lead Effectiveness evaluations combine more than 20 measurements to generate a score that ranges from zero to 100. In the 2024 edition of this study, 34 percent of automotive dealerships scored above 80, indicating a quick and thorough response, while 21 percent of dealers scored below 40, demonstrating a failure to personally respond to their website customers.
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I purchased a Buick avenue enclave in april. I couldn’t be happier! I don’t understand the low consumer ratings on Buick.
Why even give his survey print news
It’s very simple. Tell Mary to bring back cars. The Chinese have them – why can’t we. Buick’s popularity and excellence was established here in the United States. China gets the cars and we don’t! There is something seriously wrong with that. Buick has no cars!! Just goes to show – they are oblivious to what MOST Buick customers want – Beautiful smooth riding cars. GM is missing a huge piece of the Buick market. They are not listening! I’ll keep my 2019 Buick Regal Avenir forever. It is one the most beautiful cars on the road. I have not had one single problem with it in 5 years!
NB’s take is absolutely correct. I have a large Buick sedan (a 16 LaCrosse) and love it to death – best car I have ever owned. For Buick not to offer a single sedan in the US market is just mind-boggling. Why bother even keeping the brand around if just to sell tarted-up Korean Chevrolets?