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Dealership website lead study released: Pied Piper PSI study
May 2021
Harley-Davidson dealerships have ranked highest in the recently released 2021 Pied Piper PSI Internet Lead Effectiveness (ILE) Motorcycle/UTV Industry Study, which answers the question, "What happens when motorcycle or UTV customers visit a dealer website and inquire about a vehicle?" The Indian motorcycle brand was ranked second, followed by BMW and Polaris.
Dealers for top brands improved their website response behaviors dramatically over the past two years, while dealers for other brands failed to improve. For example, the 2021 ILE study results show that dealers selling Harley-Davidson, Indian, BMW or Polaris sent an email or text answering a website customer's question about 50% of the time on average. In 2019, the figure for the same dealers was only about 35% of the time.
In contrast, Honda, Kawasaki, Triumph or Yamaha dealers sent an email or text answering a website customer's question only about 30% of the time on average in both 2019 and 2021.
