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Powersports Business
Indian Motorcycle leads again as dealers miss half of web leads, study finds
March 2026
Indian Motorcycle dealerships once again topped the industry in online lead response, but a new study shows most powersports dealers are still failing to capitalize on digital opportunities.
According to the 2026 Internet Lead Effectiveness (ILE) study from Pied Piper, Indian dealers earned the highest average score at 55, marking the fourth consecutive year the brand has led the rankings. Top performers behind Indian included Harley-Davidson, Can-Am, Triumph and BMW Motorrad.
"With nearly half of powersports dealers in this year's study scoring under 40, many brands and dealers are leaving significant opportunity on the table," according to Cameron O'Hagan, vice president of metrics and analytics at Pied Piper. "The effort to improve is worth it. Historically, dealers who improve their ILE performance from scoring under 40 to scoring over 80 on average sell 50% more units from the same quantity of internet leads."
