Recent Press

BMW Motorrad dealerships ranked highest in the 2025 Pied Piper PSI Service Telephone Effectiveness (STE) Powersports Industry Study, which measured the efficiency and quality of customer attempts to schedule service appointments by telephone. Following BMW were Kubota, Triumph, Polaris Off-Road and Harley-Davidson.

Pied Piper submitted service calls to 1,531 powersports dealerships representing 27 brands, then evaluated the telephone interactions. Each brand’s overall STE Score is a combined average of its individual dealer performances. Scores range from 0 to 100 and include over 30 differently weighted measurements tracking the best practices most likely to generate service revenue and customer loyalty.

“BMW has consistently been ranked among the top three performing brands during the three years this annual study has been conducted,” said Cameron O’Hagan, Pied Piper’s vice president of metrics and analytics. “This year, they have achieved the top position due to that consistency.”

“Well-run service departments focus on building customer loyalty, and the first opportunity to drive that loyalty is a customer’s phone call to schedule an appointment,” said O’Hagan. “Powersports customers who struggle to schedule service vote with their feet by moving to another dealership or independent shop. In extreme cases, due to most powersports purchases being discretionary, if ownership becomes frustrating, many customers will begin to question whether it’s worth the effort and may sell the vehicle and become sour with the brand.”

The industry’s average STE score improved one point over the past year, reaching an average score of 44, one point higher than 2024 but trailing the 2023 high watermark average score by two points.