Getting reviews is easy. Understanding them? That’s where most dealers get stuck.
In Q1 2025, U.S. new car dealerships collected over 1.4 million Google reviews—on pace for more than 5.6 million by the end of the year. That’s a 33% increase over 2024.
But, more reviews don’t automatically mean more insight. When all you see are stars, it’s easy to miss what your customers are actually trying to tell you.
Widewail’s Q1 Voice of the Customer (Q1 VOC) Report analyzed reviews from ~18,000 rooftops, surfacing the clearest CX trends of the year so far. These five takeaways show what customers want—and what top-performing dealerships are doing to meet those expectations.
No surprise here: communication remains the top reason for customer frustration. Nearly half of all negative reviews mention poor clarity, lack of updates, or no follow-up at all.
This isn’t just a red flag—it’s a missed opportunity. Early, clear, and consistent communication builds trust. When that breaks down, the entire experience suffers.
There is, however, a positive sign: staff-related complaints dropped 2.5% compared to Q4 2024. After a 20% spike throughout last year, this shift may indicate progress on issues like burnout and turnover.
Communication and service were tied as the most frequently mentioned topics in negative reviews, both appearing in 41% of all complaints. But in Q1, we saw momentum in the right direction:
Customers still expect better communication, but many are also noticing and acknowledging improvements. That kind of shift doesn’t happen by accident—it’s the result of intentional process updates, better training, and active review management.
The takeaway: Small improvements get noticed. A clear timeline. A status update. A quick follow-up. These seemingly minor moments build trust fast—especially when a repair takes longer than expected or a part is delayed.
There’s no shortage of headlines about tariffs, inventory shortages, and rising prices. But the review data tells a different story:
Customers aren’t panicking about pricing or inventory. That suggests many dealers are setting expectations effectively—whether through transparent advertising, upfront conversations, or proactive sales training.
While price sensitivity and inventory pressure remain real behind the scenes, the lack of noise in review data is a good sign. It means dealers are controlling what they can: communication, clarity, and customer understanding.
Ford jumped eight (yes, eight) spots in Widewail’s Q1 OEM Reputation Rankings—the largest movement of any manufacturer. What changed?
Ford’s CX performance is trending in the right direction, and customers are noticing.
Subaru took a quieter (but still impactful) approach. A 0.5 lift in monthly review volume and +0.1 in star rating pushed them into the top 5 OEMs for the first time.
They also saw fewer complaints about repair costs and pricing, while mentions of staff friendliness increased. These are signals that small, consistent improvements are paying off.
You don’t need a massive overhaul. Improve the right touchpoints, listen to feedback, and build momentum over time.
One of the biggest CX challenges in 2024? Knowledge gaps around EVs.
Last year, negative reviews for EV purchases mentioned knowledge issues 76% more often than reviews for gas-powered (ICE) vehicles . In Q1 2025, that gap shrank to 33%, and negative sentiment around EV knowledge dropped 28%.
That’s progress. It shows that dealers are improving how they sell EVs—but training still matters. The product is changing, and so are buyer expectations. EV customers want a confident, informed salesperson just as much as they want the vehicle itself.
The sale doesn’t end with a car. It includes answers to charging, range, software updates, and long-term ownership. The more prepared your team is, the better the experience—and the review.
Dealers are collecting more customer feedback than ever before. But volume isn’t value—insight is. The themes emerging in 2025 aren’t about flashy perks or pricing gimmicks. They’re about fundamentals:
Top dealers aren’t necessarily the biggest or the loudest. They’re the ones listening—and using what they hear to improve how they operate.
The data is here. So is the roadmap.
Check out the full Q1 2025 Voice of the Customer Report for more insights.