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Access Reputation Index & More

The most comprehensive reputation data resources in automotive, brought to you by Widewail.
  • Widewail Automotive Reputation Index
  • The REV Newsletter (1x/month)
  • Industry Reports

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Automotive Index Training: Basic Actions


  • In the top toolbar, click “Sort”

  • Select a column title in the dropdown menu and sort in ascending or descending order

  • Add multiple sorts for additional layers of ordering

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Automotive Index Training: Basic Actions


  • In the top toolbar, click “Filter”

  • Focus on certain areas by filtering by categorical fields like "Brand" or "City"

  • Set conditional filters like "all dealers with an average rating greater than 4"

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Get to Know the Reputation Data

This Widewail Automotive Reputation Index dataset consists of:

  • 16,671 new car dealers in the U.S.

  • 1.6M reviews

  • Google reviews only

  • Current Timeframe: February through June of 2023

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What Does This All Mean?

Find definitions of each column header

In the row of column headers, you can hover over the ⓘ symbol next to each label to read the definition of what is being measured in that column and how the data was collected. 

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Where to Find Benchmarks

At the bottom of the table, you'll find aggregated numbers for each column. These are the benchmarks. We've preset the benchmarks in each column for you.

The benchmark data updates as you filter and sort the table, producing thousands of variations, each specific to your market or interests.


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Common Use Cases & More

Below the Reputation Index table, you'll find a Common Use Cases section to get you started. Each common use case includes a how-to video.

The Automotive Reputation Index is ever-evolving. Check back regularly for updated data and new use cases. If your dealership is missing and you’d like to add it to the Index, select “Submit a request to add.”

Get Started
July 3, 2024

Top 10 Oklahoma City Car Dealers: Automotive Reputation Leaders in OK

Reputation analysis and score of the top Oklahoma City, Oklahoma car dealerships in 2024. Ranked by review response rates, Google star rating and monthly volume.

Oklahoma City, Oklahoma holds a prominent place in the rich history of the American automotive industry. In the 20th century, Oklahoma City housed two major manufacturing plants, Ford Motor Company and General Motors.  

The presence of these major automotive manufacturers helped establish Oklahoma City as an important hub in the American car industry, linking it to the broader narrative of U.S. automotive production and economic development in the 20th century. 

Today, the city’s automotive legacy is remembered through the famous “Automobile Alley.” What was once home to over 50 car dealerships has been revitalized into a vibrant urban neighborhood, featuring beautifully restored Art Deco buildings, trendy restaurants, unique boutiques and shops, and art galleries. 

Oklahoma City’s automotive roots and role within the auto industry have paved the way for a thriving dealership scene today. Using our Online Reputation Index, which ranks dealers by volume, rating, and response rate, we’ve identified the Oklahoma City dealerships with the best online reputations. 

Top Overall Dealers in Oklahoma, OK

  • Joe Cooper Ford of Yukon earns the top spot in reputation ranking for all dealers in Oklahoma City with a strong score of 91%. This dealership’s impressive high relative review volume per month boosts it to first place and allows it to stand out among dealers in the area.
  • Coming in second place is David Stanley Chevrolet, with a reputation score of 80%. While this dealership has a high lifetime volume of reviews, its low response rate (61%) drastically reduces its score. To improve its reputation score, David Stanley Chevrolet should focus on developing a consistent review response plan.
  • The dealerships ranking lower than Cavender Subaru of Norman, which is in third place,  have very close reputation scores ranging from 65% to 69%. These dealerships could benefit from increasing their monthly and lifetime review volume to improve their reputation scores and rise in the ranks. 

Top Luxury Dealers in Oklahoma, OK

  • In the luxury dealership category, Jackie Cooper BMW secures the top spot with a reputation health score of 88%. Jackie Cooper BMW’s high adjusted star rating, as well as the dealership’s impressive relative lifetime review volume, propels the dealership to the top of the rankings. 
  • In second place is Eskridge Lexus of Oklahoma City, with a reputation score of 87%. This dealership boasts an impressive adjusted star rating and response rate. However, it fails to clinch first place due to its low relative monthly review volume. This dealership To earn a top reputation score, this dealership should work on generating more reviews. 
  • At the bottom of the list is Audi Oklahoma City. Despite having a higher relative lifetime volume of reviews than other dealers higher in the rankings, Audi Oklahoma City’s reputation score struggles due to having the lowest relative monthly review volume in the top 10. For a top online reputation, dealers need frequent and consistent review volume generated over time.

Top Non-Luxury Dealers in Oklahoma, OK

  • Joe Cooper Ford of Yukon once again achieves first place, this time in the Non-Luxury Dealers category. Joe Cooper Ford of Yukon’s high relative monthly review volume outranks every other dealership in this category, driving it to the top-ranked spot with a reputation score of 91%.

  • Trailing closely behind second-place dealer David Stanley Chevrolet is Cavender Subaru of Norman. Ranking third in the Non-Luxury category, this dealer should focus on improving its relative lifetime review volume to improve its online reputation. 

  • Sooner Kia of Norman falls to position #9 in the rankings, struggling due to its low lifetime review volume. Like Cavender Subaru of Norman, this dealership should invest in a plan to get more reviews and take advantage of review opportunities. Asking customers for a review directly post-sale is a great place to start. 

*Note from the editor. The Automotive Reputation Index offers substantial coverage of the nation’s dealerships, but it’s still growing. If your dealership is not yet listed on the Index and you’d like to add it, submit your information and we will add it during a regularly scheduled update, roughly once per month.

Widewail's rankings are based on the Widewail Automotive Reputation Index. Explore the full dataset:

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Ranking Methodology

To rank these dealerships fairly, we chose a method that takes into account the fact that dealerships on our list receive a wide range of monthly review volume, in part due to varying levels of opportunity. For example, luxury brands simply can never sell as many cars as non-luxury brands, the price point limiting a luxury dealership's market.

To compare two dealerships with very different review volumes directly wouldn’t be fair. A dealer with two 5-star reviews doesn’t necessarily deserve to be ranked higher than a dealer with 200 reviews and a 4.5-star rating. With few reviews, the former doesn’t offer enough data for us to use to understand its performance. However, we couldn’t just ignore locations with very few reviews, as that would introduce bias into our rankings.

To solve this, we used "adjusted ratings" in our calculation of dealership ranking. In essence, "adjusted rating" is a dealership's star rating that takes into account how its review volume compares to that of other dealerships in that area. We calculated adjusted ratings by using a technique called additive smoothing which we explain below.

Additive Smoothing

The approach we’ve used is a form of what’s called “additive smoothing.” This process allows for an unbiased way to rank two otherwise unequal dealerships. At its core, additive smoothing levels the playing field by artificially increasing the number of reviews each dealership has by adding the same number of reviews of each star rating to every dealership.

Customer Engagement

Additionally, we take into account the percentage of reviews that a dealership has responded to in our calculation of ranking, as Widewail strongly believes that review response is indicative of a strong reputation strategy.


The last component revolves around how much review volume a dealership receives, which can be broken down into two parts - their lifetime volume and average monthly volume. Lifetime volume can be thought of as a popularity metric. It’s an important metric and one of the first numbers that a potential customer will see when they start looking at reviews. The second, average monthly review volume, is representative of how active the dealership currently is. We can think of it as follows, lifetime volume captures a historical view of the dealership whereas average volume gives insight into the current status. The final component for the volume metrics is to scale them so there is a more meaningful comparison. To do this we use what is known as min-max scaling. First, we group dealerships by their respective city and then find the dealership with the most volume and least volume. Then for each dealer in the group, we subtract the lowest volume and divide by the difference between the highest and lowest volume. The formula for this can be seen below.  

x' = x - min(x)max(x) - min(x)

The main advantages of this approach are that all the volume metrics can be mapped to a value between 0 and 1 and the relative difference between dealership volumes can still be preserved. 

Below we see an example of this where we have 9 dealerships with differing lifetime volumes, which we then scale. Notice that the relative distance between the actual volumes and the scaled versions is the same. 

Below we have an example of ten dealerships, their review volume, and the adjusted relative volume. We can calculate the relative volume by sorting the dealers by review volume and determining the percentage of dealers that have fewer reviews. Here we see that dealer D had the most reviews and so they get a score of 1.  

Lifetime Volume

Scaled Volume




















The Ranking Formula

(adjusted rating / 5) * 0.3 + (response rate) * 0.3 + (lifetime volume) * 0.15 + (avg monthly volume) * 0.25

Weighting Rational

We chose to weigh each feature as follows: adjusted rating accounts for 30% of the overall score, response rate also accounts for 30%, and review volume is 40%, which is further broken down into lifetime volume (15%) and average monthly volume (25%).

Weight selection is based on Widewail’s depth of expertise in the industry and we believe is a fair representation of what should be considered a standout reputation. 

We’ve broken the weighs into three categories:

Activity (40%)

We believe the amount of review activity is the most important indicator of reputation health for a business, and is a leading driver of local search rankings. We’ve broken this category into two components: lifetime volume (15%) and frequency (25%). Lifetime volume is our “popularity” metric. 

Engagement (30%)

Engaging with customers by responding to reviews is a key component of a healthy reputation.

Quality (30%)

The rating has a substantial impact on if a business shows up in local search and if that business is entered into a prospect’s consideration set. Rating is a key identifier of business health.

Calculation Details

If a company has an adjusted rating of 4.2, responds to 10% of their reviews and has an adjusted lifetime volume of 0.90 in their city and 0.87 for their scaled average monthly review volume, then we would calculate their overall rating as follows

(4.2 / 5) * 0.3 + (0.1)*0.3 + (0.9)*0.15 + (0.87)*0.25 = 0.252 + 0.03 + 0.135 + 0.2175 = 0.6345 * 100 = 63.45

Note: Since response rate accounts for 30% of the overall ranking, if a dealer doesn’t respond to any reviews that automatically caps the max value they can receive to 70. 

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