Press

Cadillac ranks first in the 2023 Pied Piper Internet Lead Effectiveness Study that uses mystery shoppers to measure how well dealerships respond to website customer inquiries.

Following the General Motors luxury brand in the annual ranking are Infiniti, Volkswagen, Subaru, Toyota and Volvo.

This is the 13th year of the study, and overall scores have improved over the years. That indicates a heightened level of how seriously dealers take the digital aspect of their retailing.

"Dealers have learned that they meet most of their customers online  before anyone visits in person," says Pied Piper CEO Fran O'Hagan. "And dealers who respond quickly, personally and completely to website customer inquiries simply sell more vehicles."

With Cadillac dealerships, more than any other brand, "if you have questions online, someone will get back with you right away," he tells Wards.

That reflects a marked improvement because Cadillac dealers had ranked below the study's industry average until 2019. The brand's dealers collectively scored 72 out of 100 in the latest study.