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Dealer news: Napleton sets another record for internet lead response
May 2026
The best dealership group when it comes to responding to internet leads keeps getting better.
For the fifth consecutive year, Napleton Automotive Group ranked No. 1 in Pied Piper's PSI Internet Lead Effectiveness Auto Dealer Group Study, and for the second year in a row, it set a record.
Napleton's average internet lead effectiveness score of 93 is the highest ever recorded in the study, which rates the response behaviors of 31 large dealership groups to sales leads received through their dealership websites, breaking its own mark of 91, set last year.
Napleton, which remains the only group to break the 90-point barrier, was followed in the 2026 study by Berkshire Hathaway Automotive (88), Jeff Wyler Automotive Family (87), MileOne Autogroup (84) and LaFontaine Automotive Group (82).
The study was based on 2,414 mystery-shopper inquiries to every dealership in the 31 groups during normal business hours, evaluating the speed and quality of responses sent by email, telephone, chat and text message within the next 24 hours following each inquiry. The scores, ranging from 0-100, are determined by more than 20 weighted measurements for best practices statistically linked to sales success.
Overall, dealerships took a giant leap forward in their responses to internet leads over the past year.
The average ILE score among all the groups studied soared seven points from the 2025 study to 74, with 24 scoring 70 or better compared to just nine a year ago. Eight groups improved their score by more than 10 points — led by a remarkable 30-point jump by Bergstrom Automotive from 41 to 71, and Premier Automotive's 24-point rise from 49 to 73 — while just three lost ground.
