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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
March 14, 2024

REV #007: Wait Time Rankings, True Competition, State-Level Volume

REV #007: Wait Time Rankings, True Competition, State-Level Volume

Welcome to the REV. A briefing that goes deep into the Widewail Automotive Reputation Index data, surfacing the most interesting insights. Every 3 weeks we Rank, Explore & Visualize automotive reputation & sentiment data. 

All data is sourced from the Widewail Automotive Reputation Index (unless noted). The Index aggregates over 1.6 million Google reviews from 16k new car dealerships in the U.S. Customize the dataset like it's your own personal spreadsheet. Try it out. It’s free.

Read online. Subscribe.




Um...how much longer?

Which auto brands had the fewest negative mentions of WAIT TIME in reviews last year?

The winner: INFINITI. The brand has 32% fewer negative mentions of WAIT TIME than the industry benchmark.

WAIT TIME was only mentioned in 17.38% of negative INFINITI reviews, well below the benchmark of 25.69%.

The full list of negative wait time mentions:

  1. INFINITI → 17.38%
  2. Mitsubishi → 17.85%
  3. Porsche → 19.57%
  4. Acura → 19.64%
  5. Jaguar → 19.72%
  6. Mazda → 20.26%
  7. Land Rover → 21.11%
  8. Subaru → 22.27%
  9. BMW → 22.64%
  10. Lexus → 22.85%
  11. Honda→ 22.90%
  12. Volvo → 23.04%
  13. Nissan→ 23.63%
  14. Audi → 23.85%
  15. Cadillac → 24.32%
  16. RAM → 24.58%
  17. Lincoln → 24.63%
  18. MINI → 24.68%
  19. Mercedes-Benz → 24.97%
  20. Ford → 25.33%
  21. Kia→ 25.92%
  22. Toyota → 25.95%
  23. Dodge → 26.14%
  24. Chevrolet → 26.34%
  25. Jeep → 26.35%
  26. Chrysler → 26.38%
  27. Fiat → 26.99%
  28. Buick → 27.48%
  29. GMC → 27.88%
  30. Volkswagen → 28.71%
  31. Hyundai → 31.74%
  32. Genesis → 31.75%

Any surprises in here for you?

Data from the 2024 Brand Reputation Scorecard.




There is a lesson here

Last week we highlighted Toyota of Orlando’s crazy 26,000 reviews.

Screenshot 2024-03-13 at 10.15.44 AM

And a lot of people were interested, which got me thinking about Florida. 

I’ve mentioned this a few times, but the recently updated benchmark for review volume in 2023 is 10.4 reviews/month for dealers. 

If you’re a dealer in Florida receiving an average of 12 reviews a month, it would be easy to think you're in a good spot. 

You’d be outperforming the national average, after all.

However, when we segment the data to examine only the 1,004 dealerships in Florida, the benchmark jumps to 23.

And get this - the median response rate in Florida is 96%. Not much room for error.

Herein lies the lesson. 

National benchmarks provide some directional markers, but reputation is a local endeavor.

Any dealership’s ability to rank high in local search with great review content, and therefore bring in more customers, is based on how well you stack up against a narrow set of competitors in a limited radius.

Best of luck to the Orlando dealers that have to face off with Toyota of Orlando at over 26,000 reviews. 

But again, of the 47 dealerships in the Greater Orlando area, only 31 are “non-luxury.”

Competing against other luxury dealers, Fields BMW of South Orlando is sitting pretty at 5,000 reviews with no reason to be distracted by the hulking Toyota shop down the street.

When reviewing your dealership’s review performance, be as specific as you can, and use the Index. You can filter by city, brand, and/or segment (luxury, non-luxury) to get to the competitive set that represents your true competition. 

Tip: Scroll down to the bottom of the table window to see the benchmark data for any filtered view you create.

Trivia: Florida is not the highest volume review state in the country. It’s #2. Any guesses? Find the answer at the bottom of this article.

The best way to get state-level benchmarks in the Index is to Group by State and “collapse all” for a quick look at state-level metrics. Go to Index.




10.4 is just the beginning

REV 7 Infographic - Median Monthly Review Volume - Final Updates

Answer to the trivia question above: Nevada. At 23.32 monthly reviews per dealership, it just outpaces Florida. 

Thanks for reading!

More REV in 3 weeks - Jake, Marketing @ Widewail

VOC 1160x250 DR