Lincoln dealers haven’t exactly fared well in some recent studies/surveys, ranking below the segment average in both the 2022 Pied Piper Prospect Satisfaction Index Premium Auto Study (PSI) and the same organization’s 2022 PSI Internet Lead Effectiveness (ILE) Study. Now, Pied Piper has released the 2023 version of the latter study, and it found that Lincoln dealers actually improved over last year, climbing seven spots to 25th place – though the luxury brand still ranked below the industry average.
This year, Lincoln dealers finished with a score of 57, which ranks it behind first-place Cadillac (72), Infiniti (69), Volkswagen (67), Subaru (66), Toyota (64), Volvo (64), Acura (63), Chrysler (63), Jaguar (63), Porsche (63), Alfa Romeo (62), Lexus (62), Polestar (62), BMW (61), Land Rover (61), Chevy (60), GMC (60), Mazda (60), Hyundai. (59), Mini (59), Nissan (59), and Ford (58), tied it with Audi, Jeep, Mercedes-Benz, and Ram, and ranked the brand ahead of Buick (56), Dodge (56), Genesis (55), Honda (55), Kia (55), Mitsubishi (55), Fiat (54), Rivian (48), Tesla (38), and Lucid (30).
The 2023 Pied Piper PSI Internet Lead Effectiveness (ILE) Study measures responsiveness to internet leads coming though dealership websites. It does this by collecting mystery-shopper customer inquiries through the individual websites of 5,428 dealerships, asking a specific question about a vehicle in inventory, and providing a customer name, email address, and telephone number. Pied Piper then evaluated how the dealerships responded by email, telephone, and text message over the next 24 hours, grading dealers on a scale of 0-100.
“Auto dealers industrywide were quicker on average to respond to their website customers this year,” said Fran O’Hagan, CEO of Pied Piper. “Dealers have learned that they meet most of their customers online today before anyone visits in person, and dealers who respond quickly, personally, and completely to website customer inquiries simply sell more vehicles.”
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Comment
I am not surprised. The Lincoln web site looks like it was created by a retard. Some of the problems when you try to search current inventory: You cannot select any Collection package. You cannot select more than one color. You cannot search more than 100-mile radius. After any selection the screen dims and locks up for a considerable length of time. Lincoln, please kill it and hire some bright 9-year old kid to design your web site.