Cadillac Second In 2022 Pied Piper Internet Sales Lead Effectiveness

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Cadillac received an excellent rating in the 2022 Pied Piper Internet Lead Effectiveness Study (ILE), which evaluates responsiveness to internet leads routed through dealer websites.

To collect data, Pied Piper submits confidential shopper customer inquiries via the individual websites of 3,628 car dealerships in the United States. These inquiries include inquiries about specific vehicles in dealer inventory, and provide customer contact information including name, email address, and local phone number. Then, dealers are evaluated based on their responses via email, phone, and text messages over a 24-hour period.

Depending on their performance in the above-mentioned areas, dealers are then graded on a 100-point scale and assigned an appropriate rating. Responses to this evaluation were collected between July 2021 and January 2022.

Cadillac was one of 12 car brands that showed improvement over the previous year, while 15 brands showed a decline in performance. Dealers representing Cadillac earned an overall score of 65 with a best nine-point increase year over year. This class places American luxury brands in second place among premium automotive brands. It was only beaten by Infiniti, who scored 67 points, down four points year over year. Lexus scored the third goal, just behind Cadillac, with 63 points.

Mazda scored the highest score among mass market automotive brands with 61 points equal to Subaru. Chevrolet, Cadillac’s cousin to General Motors, scored 56, representing a six-point increase from last year. Overall, the industry average remained steady at 56 points.

Pied Piper notes that individual dealers are more likely to respond to customer website inquiries over the phone, but this trend is likely to decline due to email and text responses. However, sometimes these responses are incorrectly flagged by the customer’s spam filter, something dealers need to consider when contacting via email.