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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
May 31, 2024

Top 10 Phoenix Car Dealers: Automotive Reputation Leaders in AZ

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

The automotive industry in Phoenix, Arizona got its start in the late 1910s as more car brands became available to American consumers. Central Avenue quickly became known as Phoenix's "auto row", with numerous car dealerships and auto-related businesses lining the street. Although no longer an active automotive hub in Phoenix, the street's history is still evident due to the Ford Motor Company Building constructed in 1917 and the Luhrs Tower built in 1924.

While never a major auto manufacturing center itself, today Phoenix's proximity to the automotive plant corridor in Mexico makes the city an important part of the supply chain. Many auto parts suppliers have facilities located in Arizona to support the assembly plants just over the Southern border.

The top 10 Dealerships in Phoenix all exhibit high average star ratings, robust review response rates and high lifetime and monthly review volumes. The high bar demonstrates that a nearly perfect review response rate and high monthly review volume are essential to an outstanding online reputation. 


Top Dealers in Phoenix AZ
  •  Courtesy Chevrolet Cafe secures the top spot for Phoenix dealers with a reputation health score of 92. This dealer has one of the highest relative review volumes of the pack, and the highest adjusted rating of 4.7 stars. Courtesy Chevrolet Cafe could benefit by boosting its monthly review volume to increase review frequency. 
  • A close second place, Honda of Superstition Springs boasts a reputation health score of 91. It falls just behind the top spot, trailing Courtesy Chevrolet Cafe slightly in terms of response rate and both monthly and lifetime review volumes. Investing in a strategy to manage its reviews more consistently could help this dealer secure the #1 spot in the future. 


Top Luxury Dealers in Phoenix AZ

  • Mercedes-Benz of Gilbert comes in first place for Phoenix luxury dealers, no doubt thanks to its monthly review volume of 70. While this dealer may not stand out much from the rest in terms of the other reputation metrics, its monthly review volume is by far the highest. If this dealer continues down this path and works to continuously generate more reviews, it will only increase its chances of keeping the #1 spot in the future. 
  • Coming in second and third places are Courtesy Volvo Cars-Scottsdale and Earnhardt Lexus, respectively. Both dealers boast near-perfect review response rates at 98%. This demonstrates their commitment to the customer experience and showcases their dedication to building customer trust. Shifting focus to review generation, without compromising their high response rates, could help either of these dealers rise in the ranks.  Top Non Luxury Dealers in Phoenix AZ
  • As demonstrated in the chart above, the non-luxury dealer rankings are the same as the overall dealer rankings. This means that the non-luxury dealers for Phoenix win. Each of these dealers demonstrates a commitment to their online reputation and an understanding of the importance of reviews in building success for your local business. 
  • The top three dealers, Courtesy Chevrolet Cafe, Honda of Superstition Springs and Avondale Toyota, each have near-perfect review response rates of 99%, 98% and 98%. Avondale Toyota however, stands out when it comes to monthly review volume. It has the most reviews per month out of all of the dealers on the list (186). To secure the top spot in the future, this dealer needs to invest time and resources to get more reviews. 

*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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