Which car brands are the most responsive to your online car search? According to Pied Piper's new study, the car brands with the most significant improvement from 2020 to 2021 were Infiniti, Subaru, Acura, BMW, and Land Rover. Subaru moved up six points from 2020 and now ranks the second-best in customer responsiveness in 2021.
Most if not all of today's millennial customers first use their smartphone to shop before ever visiting a dealership in person. Subaru now ranks the number two automakers overall in responding to customers who visit dealership websites. Subaru keeps making improvements every year.
photo credit: Adventure Subaru
Subaru ranked nine out of 33 auto brands in the 2019 Pied Piper PSI Internet Lead Effectiveness Benchmarking Study. In 2020, Subaru moved up five spots to the number four best automaker in responding to your online questions.
The top-10 automakers in the latest Ride Piper study are Infinity with a score of 71, Subaru (67), Acura (65), BMW (62), Volvo (62), Mazda (60), Land Rover (59), Mercedes-Benz (59), Mini (59), and Porsche (59). Subaru ranks far ahead of its Japanese rivals Toyota (#12), Nissan (#20), and Honda (#22), and ahead of the average industry score of 55.
photo credit: Adventure Subaru
What does it mean for Subaru customers?
The Pied Piper study says, "The appearance of COVID 19 has generated much more interest in digital retail tools, which allow website customers to complete more of their purchase path from home."
Previous studies reveal that text messaging's growth increased to 48 percent of customers who now receive dealer text messages in response to website questions. This affects millennial shoppers (age 24-35), who are more likely to grab their cell phone and look up information on a Subaru dealer's website.
The study also reveals that when you send a Subaru inquiry online, they are more likely to send you a text or email quickly within 24 hours. On average, the study says Subaru dealers sent a personal response and texted an answer to a shopper's question more than 10 percent of the time.
Subaru also scored high for responding to your specific questions quickly about a vehicle in stock, and they also use good grammar and correct spelling in emails and texts.
Shoppers looking for a 2021 Subaru Forester, Outback, Crosstrek, or another model should find the dealer website easy to use, and more importantly, your local retailer will be quick to respond to your inquiries. Subaru now ranks number two overall in responsiveness.
Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.
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Photo credit: Adventure Subaru