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Pied Piper Releases 2026 Internet Lead Effectiveness Study, Indian Ranked Highest
March 2026
Indian Motorcycle dealerships were ranked highest in the 2026 Pied Piper PSI Internet Lead Effectiveness (ILE) Powersports Industry Study, which measured dealership responses to internet sales leads. Pied Piper submitted customer inquiries through 2,133 powersports dealership websites representing all major brands.
Indian dealerships maintained their top rank among powersports brands for the fourth year in a row and achieved an average ILE score of 55 out of 100. The total powersports industry, meanwhile, remains stagnant, with the average dealership ILE score stalled in the mid-40s for the fifth year in a row, with many chronic fixable web response issues remaining.
Dissatisfaction remains common: More than half of customer inquiries remain unanswered after 24 hours industry-wide
Missed Opportunities: Only one in three customers received a response that included next steps of any kind, and only one in ten dealerships industry-wide offered an appointment
Leaders in the 2026 study: Indian dealerships had the highest average Internet Lead Effectiveness (ILE) score followed by Harley Davidson, Can-Am, Triumph and BMW
Opportunities for Improvement
The 2026 powersports industry's average ILE score remained at 44 for the third straight year, a relatively low ILE score indicating systemic improvement needed. The following are key challenges identified in the 2026 study that remain prominent throughout the powersports industry:
Low and Worsening Rate of Answering Questions – Only 47% of dealers industry-wide answered a website customer's question by email/text in this year's study, a trend that has worsened by 1% since 2022. In effect, the average dealer industry-wide has continued to miss out on approximately half of their web leads from 2022 to present.
Continued Low Rates of Offering Appointments – Compared to last year, an additional 3% of powersports dealers suggested to website sales customers an appointment for a specific date and time. However, the overall rate for offering appointments remains at only 13% of the time on average, leaving more than 8 out of ten customers without an offer of an appointment.
Only Half of Powersports Dealers Phone Their Web Customers – Despite being arguably the most critical follow-up path for conversion, the rate of contacting website sales customers by phone remained unchanged, averaging 50% of the time industry-wide in the 2026 study. By not picking up the phone, dealers forfeit roughly half of their website sales opportunities.
