BMW motorcycle dealerships were the top ranked brand in a newly released 2017 Pied Piper Prospect Satisfaction Index® (PSI®) U.S. Motorcycle Industry Benchmarking Study. The study measured treatment of motorcycle shoppers who visited a dealership, with rankings by brand determined by the Pied Piper PSI process, which ties “mystery shopping” measurement and scoring to industry sales success. The study was conducted between July 2016 and April 2017 using 1,911 hired anonymous “mystery shoppers” at dealerships located throughout the U.S.
BMW was also among the brands showing the most improvement in sales behavior. Compared to their performance five years ago, BMW dealers in 2017 were 50% more likely to mention test rides, were 60% more likely to encourage going through the numbers or writing up a deal, and were 30% more likely to ask for contact information to allow follow-up.
“Our dealers are doing an outstanding job of building customer relationships by putting riders’ needs first,” commented Michael Peyton, Vice President, BMW Motorrad North America. “Outstanding customer service, a diverse model range, and a large and growing dealer network will continue to fuel loyalty among current customers and convert others to the BMW brand.”
Motorcycle shoppers today gather much of their information on-line before ever visiting a dealership. This has resulted in a drop from an average of four or more shopper visits before buying, to an average of two visits today. “Motorcycle shoppers today visit dealerships half as many times before buying,” said Fran O’Hagan, President & CEO of Pied Piper. “Successful motorcycle dealerships today not only respond quickly to customer web inquiries, but they also understand the increased importance of every customer visit,” said O’Hagan.
BMW of North America has 152 BMW motorcycle retailers, 341 BMW passenger car/Sports Activity Vehicle centers, 127 MINI passenger car dealers and 36 Rolls-Royce Motor Car dealers.