Subaru Web Interactions Highly Appreciated by Customers: Ranking Ahead of Infiniti, Acura, and Toyota
In the latest Pied Piper PSI® Internet Lead Effectiveness® (ILE®) Auto Industry Study, Subaru's digital responsiveness was rated below average compared to other auto brands. While some brands showed strong and timely engagement with internet leads, Subaru's response times and overall digital interaction effectiveness lagged behind many competitors in the study.
The study, which assessed 4,023 dealerships across all major brands, aimed to measure the effectiveness of dealerships in responding to online customer inquiries. The industry's average ILE score climbed three points to 65, marking the highest recorded average in the study's history. Subaru, however, scored 77, making it the top performer in the study.
The study found that only 49% of dealers used multiple communication paths, a slight increase from last year's 44%. Subaru, along with Infiniti and BMW, were among the dealerships that followed this trend, setting specific appointment times more than 45% of the time. Interestingly, dealers like Chrysler, Lexus, Jaguar, Alfa Romeo, Polestar, and Lucid did so less than 25% of the time.
The proportion of dealers using text messaging fell from 70% in 2024 to 64% this year. However, the number of texts that answered a customer's specific question increased from 34% to 38%. This suggests that dealerships are becoming more adept at addressing customer questions directly via text.
More than 25% of customers contacting Mercedes-Benz, Buick, Jaguar, Lucid, and Polestar dealerships never received a reply. This is a concerning statistic, as more than a quarter of potential customers were left unattended. On the other hand, Subaru, Infiniti, and Porsche led the industry in providing answers via email or text within 60 minutes more than 70% of the time.
Phone responses also saw a slight decline, with dealers making calls to web customers 66% of the time compared to 68% last year. Multi-channel communication is crucial for dealerships, as customers may overlook emails, ignore phone calls, or find text messages intrusive.
The brands that continue to refine their communication strategies will be best positioned to succeed in an auto industry that is increasingly shaped by digital engagement. Acura, Hyundai, Subaru, Lincoln, and Fiat made the most notable improvements, each posting gains of nine points or more.
The study underscores the importance of transparency in dealership operations, as it reveals what potential buyers actually experience online. Dealers becoming more adept at addressing customer questions directly, doing so 69% of the time via email or text, up from 59% in 2024. The percentage of dealerships reaching out through multiple channels also increased from 44% last year to 49% this year.
In conclusion, while Subaru emerged as the top performer in the study, there are areas for improvement in the brand's digital responsiveness. As the auto industry continues to evolve, dealerships that prioritise timely and effective digital engagement are likely to thrive.
- In the rapidly evolving auto industry, Subaru, despite being the top performer in the study, should focus on enhancing its digital responsiveness, as competitors are also refining their communication strategies to engage potential customers more effectively via various channels.
- To maintain its lead and succeed in a market shaped by digital engagement, Subaru needs to pay attention to the use of technology, such as text messaging and email, in its finance and sports marketing strategies, ensuring quicker response times and improved overall digital interaction effectiveness.