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Harley-Davidson dealers return to the top ranking in Pied Piper Management Co.'s annual study measuring how well dealers treat motorcycle shoppers.

The California-based research company today released results of the 2012 Pied Piper Prospect Satisfaction Index (PSI) U.S. Motorcycle Industry Benchmarking Study.

BMW and Ducati finished in a tie for second, followed by Triumph, Victory and Indian in a three-way tie for fourth. Industry-wide performance improved substantially from 2011 to 2012, with only three of 16 motorcycle brands failing to achieve higher scores.

Harley dealerships led all brands in 16 different sales activities such as offering test rides, obtaining contact information and asking for the sale. Brand performance varied considerably from brand to brand, with 12 different brands leading at least one sales process category. For example, Ducati, Husqvarna and Triumph dealerships were twice as likely to offer a brochure to shoppers than dealerships selling Suzuki, Honda or Kawasaki. Similarly, Harley-Davidson, BMW and Ducati dealerships were twice as likely to ask for contact information than dealerships selling Husqvarna, MV Agusta or Moto Guzzi.