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BMW dealers rank No. 1 in prospect study
May 2017
Prospect Satisfaction Index reveals in-dealership treatment of U.S. motorcycle shoppers
BMW motorcycle dealerships were the top ranked brand in the newly released 2017 Pied Piper Prospect Satisfaction Index U.S. Motorcycle Industry Benchmarking Study.
The study measured treatment of motorcycle shoppers who visited a dealership, with rankings by brand determined by the Pied Piper PSI process, which ties “mystery shopping” measurement and scoring to industry sales success.
Harley-Davidson dealers were ranked second, while Polaris Industries’ Indian brand and Audi AG’s Ducati brand finished tied for third.
Five years ago, BMW dealerships performed below the industry average, with a PSI score of 98, but since then the BMW average PSI score has improved every year as sales behaviors have changed. For example, compared to their performance five years ago, BMW dealers in 2017 were 50 percent more likely to mention test rides, were 60 percent more likely to encourage going through the numbers or writing up a deal, and were 30 percent more likely to ask for contact information to allow for follow up.
