Interaction on Subaru's web platform draws fondness from buyers; Infiniti, Acura, and Toyota also experience significant user engagement
In the latest Pied Piper PSI® Internet Lead Effectiveness® (ILE®) Auto Industry Study, Subaru has emerged as the top-performing auto brand in terms of digital responsiveness to internet leads [2]. This indicates that Subaru dealerships led the industry in engaging with potential customers through digital channels effectively in 2025.
The study evaluated 4,023 dealerships across all major brands, revealing wide disparities in dealership responsiveness across the industry [2]. Subaru's score in the study rose by nine points, reaching an industry-high of 77 [2].
Subaru, Infiniti, and Porsche lead the industry in providing answers via email or text within 60 minutes more than 70% of the time [2]. Furthermore, Subaru, Infiniti, and BMW dealers set specific appointment times more than 45% of the time [2].
The percentage of dealerships reaching out through multiple channels increased from 44% to 49% [2]. Subaru dealers were significantly more proactive, responding through multiple communication channels 71% of the time [2].
Moreover, dealers became more adept at addressing customer questions directly, doing so 69% of the time via email or text [2]. 73% of email responses in the 2025 study included suggested next steps, an increase from 67% [2].
Subaru, Infiniti, Volvo, Subaru, BMW, Porsche, and Audi had the lowest rates of failure, with fewer than 10% of inquiries receiving no personal response [2]. In contrast, more than 25% of customers contacting Mercedes-Benz, Buick, Jaguar, Lucid, and Polestar dealerships never received a reply [2].
Only 8% of Subaru dealers failed to provide a personal response, less than half of the industry-wide failure rate of 19% [2]. This underscores the importance of transparency in dealership operations, as revealed by Pied Piper's research [1].
By revealing what potential buyers actually experience online, dealers can better understand their digital shortcomings and take action to improve responsiveness [1]. The brands that continue to refine their communication strategies will be best positioned to succeed in an auto industry that is increasingly shaped by digital engagement [1].
[1] - https://www.piedpiper.com/blog/improving-dealer-digital-shortcomings/ [2] - https://www.piedpiper.com/blog/2025-pie-piper-psis-internet-lead-effectiveness-study-results/ [3] - https://www.piedpiper.com/blog/group-1-automotive-leads-the-way-in-service-telephone-effectiveness/ (This link provides additional context from related Pied Piper studies, though it pertains more to service calls than digital internet lead response specifically)
In the realm of various industries, Subaru's exceptional performance in promptly responding to digital leads via multiple channels (email, text, and phone) has set a noteworthy example for the automotive sector, surpassing 70% of interactions within 60 minutes and utilising multiple channels 71% of the time [2]. Furthermore, the finance sector, particularly within the automotive industry, could learn from Subaru's proactive approach, as their failure rate for providing personal responses is less than half the industry's average [2].
