INFINITI dealers ranked highest in the industry by the 2021 Pied Piper PSI Internet Lead Effectiveness (ILE) Benchmarking Study, which measured how effectively auto dealers responded to website customer inquiries. The ILE study, which was released March 8, ranked INFINITI ahead of every other automaker — including Subaru, Acura, BMW, and Volvo — and INFINITI’s 2021 ILE score improved by 21% compared to its 2017 ILE score.
“This study reflects the commitment our retailers have shown to providing customers and shoppers with INTINITI’s Total Ownership Experience,” said Jeff Pope, group vice president, INFINITI Americas. “The dedication and focus on engaging and supporting our customers’ needs is exceptional, and I can’t thank them enough for their efforts.”
Now in its 11th year, the Pied Piper ILE study measured the responsiveness of more than 4,000 dealerships across the U.S., including the timeliness of their replies over a 24-hour period. On average, more than 55% of INFINITI dealers across the U.S. responded to website customer questions submitted with an e-mail or text message within 30 minutes. More than 70% of the time, on average, INFINITI retailers responded by phone to customer’s questions placed on a dealer’s website.
“This past year has challenged dealers and customers to connect more than ever before,” said Pied Piper President and CEO Fran O’Hagan. “The efforts of INFINITI’s retailers resulted in their No. 1 ranking in this year’s ILE study. Digital retail technology promises to improve the car shopping experience, but nothing replaces the human touch that retailers provide.”
INFINITI retailers earned a score of 71 on the study, far outpacing the industry average of 55 and ahead of second-place Subaru at 67. INFINITI’s score of 71 was a 14-point improvement over last year’s result, the largest increase among brands ranked in the study.