shrank by 1 % since last year, with a larger pool of dealers performing in the space between both categories.

“ The effort to improve from the under 40 bucket into the over 80 is worth it,” says O’ Hagan.“ Historically, we have found that dealers who improve their ILE performance from scoring under 40 to scoring over 80 on average sell 50 % more units from the same quantity of website customer leads.”

OPPORTUNITY FOR IMPROVEMENT There are two key areas of improvement for powersports dealers, depending on their current performance level. One in four powersports dealerships currently fails to respond personally to website customer inquiries. For this group of dealers, the sole focus should be to always personally respond to online customers at least once daily.

“ Just as you wouldn’ t lock up at the end of the day with a physical customer still wandering around the showroom, don’ t leave your digital customers hanging overnight in your digital showroom waiting for your reply,” says O’ Hagan.

For the rest of the dealers, the step with the greatest opportunity is to embrace a reliable multi- channel communication strategy rather than responding to customers using only email, only phone, or only text. In this year’ s study, powersports dealers failed to use multiple paths 74 % of the time, leaving many of their responses susceptible to communication breakdowns beyond the dealer’ s control.

“ Emails can land in spam / junk and be missed, customers often ignore calls from an unknown number and don’ t listen to voicemail, and even texts can be lost or ignored among the large volume of messages many people receive per day, says Cameron O’ Hagan from Pied Piper.“ A consistent multi- pronged response to every customer is critical since you never know in advance which communication method will be most effective at reaching a specific customer. Then, once contact is established, adopt the successful method for future interactions with the customer.”

• Less than 30 % of the time on average: Arctic Cat, Roxor, Moto Guzzi, Cub Cadet

“ Offered an Appointment” – How often did the brand’ s dealerships offer to set an appointment for a specific date / time?

• More than 15 % of the time on average: Can- Am, Indian, Polaris, Segway

• Less than 1 % of the time on average: John Deere, Tracker( Bass Pro Shops), Cub Cadet

“ Did at Least One” – How often did the brand’ s dealerships email or text an answer to a website customer’ s question and / or respond by phone?

• More than 80 % of the time on average: BMW, KTM, Moto Guzzi, Harley- Davidson

• Less than 50 % of the time on average: Roxor, Cub Cadet

“ Did Both” – How often did the brand’ s dealerships email or text an answer to a website customer’ s question and phone the customer?

• More than 30 % of the time on average: Indian, Harley-Davidson, Triumph

• Less than 10 % of the time on average: Kymco, Tracker( Bass Pro Shops), Cub Cadet

WHY WAS THIS STUDY CONDUCTED?“ Customers today visit dealer websites first, and how dealers respond to those customers drives today’ s sales success,” says O’ Hagan.“ The trouble is that website customers can be invisible in day- to- day operations which makes them too easy to overlook.”

For more than 15 years, Pied Piper has independently published annual industry studies that rank the omnichannel performance of brands and dealer groups. These studies track how industry performance changes over time and let clients understand how their own performance compares. For more information, visit piedpiperpsi. com.

2025 BRAND PERFORMANCE Response to customer web inquiries within a 24− hour period in 2025 had large variations by brand, as shown by these examples:

“ Answered Question” – How often did the brand’ s dealerships email or text an answer to a website customer’ s question?

• More than 65 % of the time on average: BMW, Moto Guzzi, Indian, Ducati

• Less than 35 % of the time on average: Roxor, Kymco, Tracker( Bass Pro Shops)