In the Q2 Voice of the Customer (VOC) report, Widewail analyzed 1.3 million Google reviews from dealerships across the U.S., providing a clear picture of shifting automotive customer expectations and what’s driving dealership reputation management in 2025.
The auto industry is on track for 5.4 million reviews in 2025, a 21% jump over last year. But volume alone doesn’t define your automotive reputation; it’s what customers are saying that matters.
Understanding these shifts in customer sentiment is essential. Without it, you risk missing opportunities to improve operations, strengthen trust, and protect your reputation online.
The question isn’t just “are we getting reviews?”, it’s “what do our customers expect, and are we meeting those expectations?”
Median monthly Google reviews per rooftop grew 17% quarter over quarter, and the “100+ Club” (dealerships averaging more than 100 reviews per month) expanded 49% year over year.
Toyota and Honda dealerships lead the 100+ club pack here, showing how aggressively some OEMs are pursuing review requests. But for most dealerships, competing on volume alone is no longer enough. Customers are now paying attention to staff interactions, process transparency, and professionalism.
Volume matters. But your reputation on Google and other platforms hinges on what buyers experience in every interaction, from the first call to the moment they drive off the lot.
Staff remains the top driver of positive sentiment in car dealership reviews. Staff was mentioned in 82% of positive sales reviews and 65% of positive service reviews.
What’s new in Q2 is the sharp rise in professionalism. It is up over 4% in both Sales and Service. Buyers want to feel respected, informed, and confident, especially during high-stakes purchases. Even small lapses—like rushed explanations of financing or inconsistent service updates—can quickly affect automotive reputation scores.
Coaching your team on professional behavior isn’t optional. Dealerships that prioritize professional interactions and product knowledge will see improvements in Google reviews and overall customer sentiment.
Service departments have traditionally carried the communication burden. Long wait times, unclear pricing, and slow callbacks were expected pain points.
Q2 revealed a shift: nearly half of the negative reviews in Sales (47.8%) cited communication issues, nearly identical to Service (47.9%).
Missed callbacks, unclear timelines, and surprise financing terms now appear in Sales reviews just as much as in Service. Communication gaps directly affect your dealership's reputation management and customer satisfaction scores.
Dealerships implementing proactive communication strategies (clear updates, follow-ups, and confirmation of understanding) will reduce negative mentions in reviews and boost overall customer experience insights.
Tariffs barely registered in reviews, with only 900 mentions out of 2.7M. Instead, customers are focused on pricing transparency and fairness.
In Q2, both Sales (+1.76%) and Service (+1.72%) saw increases in pricing complaints. Customers aren’t worried about macroeconomic issues, but they do care about how costs and fees are communicated during the purchase or service experience.
Being upfront and consistent on pricing isn’t optional; it’s a core component of building trust and protecting your dealership’s reputation.
After a brief dip in Q1, EV-related negativity returned. EV buyers are twice as likely to mention staff knowledge gaps, and complaints about “bait-and-switch” pricing on EVs jumped +87%.
This isn’t about incentives—it’s about staff training and process alignment. Dealerships that equip staff to guide buyers confidently through EV options, pricing, and incentives will reduce negative reviews and strengthen customer trust.
Review volume is climbing—but in Q2, what truly shapes dealership reputation is how your team performs in every interaction:
Professionalism: Buyers expect knowledgeable, respectful staff who guide them confidently through every step of the purchase or service experience.
Communication: Clear, timely updates prevent frustration, reduce misunderstandings, and lower the chance of negative mentions on Google.
Transparency: Pricing clarity and consistent processes build trust and help customers feel informed at every stage.
Dealerships that coach for professionalism, close communication gaps, and standardize transparent processes will maintain stronger reviews and a healthier online reputation. Those that don’t adapt risk letting small issues accumulate into visible complaints—even if your overall review volume is high.
Explore the 2025 Q2 Voice of the Customer Report to access all trends, charts, and insights shaping dealership reputation management this quarter. And see exactly how your store compares.