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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

Sort

  • 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

Filter

  • 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: Q1 2024 - Q1 2025

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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
February 12, 2025

REV #016: Ford’s One CX Struggle & Under $30k Bet

REV #016: Ford reported earnings last week. We take a look at current initiatives and the brand's 2024 CX data.

Welcome to the REV. A weekly briefing on what the Auto industry can learn about customer experience from millions of Google reviews. Every Thursday, we Rank, Explore & Visualize automotive reputation & sentiment data. 
 
We just launched our 2024/2025 reports. The 2025 Brand Reputation Scorecard and the 2024 Voice of the Customer Report are now live.
 

Ford reported Q4 earnings last week.

Despite $1.8B in Q4 net profit, Ford stock is down 4% since the call in response to projected losses in its EV operation in 2025, expected at $5.5B.

CEO Jim Farley raised tariffs, expressing concern: “[The tariffs] would have a huge impact on our industry, with billions of dollars of industry profits wiped out, and adverse effect on the U.S. jobs.” 

Tariffs squarely impact a key affordability initiative of Ford’s in 2025, which is explored below.

Behind the financials are thousands of interactions customers have with Ford dealers. Today, I have two slivers of 2024 data that are worth your attention.

RANK & VISUALIZE

Ford Struggles in the One CX Category that Matters Most

Ford’s staff ranks second to last of all the automakers (Lincoln is last) in positive mentions in Google reviews in 2024, despite 14.3% growth over last year. 

The industry average grew 14% as well, meaning Ford’s performance is effectively flat.

Why this matters: Staff is the number one driver of positive feedback across the industry, and it’s not even close. Ford is lagging in the one topic that drives good customer experience. Every rooftop needs to get this right.

The silver lining: Ford ranks #5 for having the fewest negative mentions of staff in reviews. This suggests the brand may not necessarily have a problem with staff negativity, but rather with not taking advantage of its staff's power to drive positive outcomes (when compared to other OEMs). Ford needs to activate its happy customer base by encouraging them to share positive experiences with staff in public reviews.

EXPLORE

Ford's Under $30k Strategy: Will it Pay Off?

At NADA, Ford told dealers it plans to increase production of affordable vehicles, focused on buyers shopping under $30,000. 

The hiccup—the two models the brand highlighted, the Maverick and Bronco Sport, are both manufactured in Mexico. That said, of the big three, Reuters reports Ford is the least exposed to tariffs. It seems Ford is one of the few automakers to speak out simply because its scheduled earnings call happened to fall just after the tariff announcements.

In Widewail’s data, we find price negativity was, in fact, not a problem for Ford in 2024. The brand ranked 9th for the fewest complaints related to price last year, with negativity dropping 2% from 2023.

Ford’s “price/cost” topic rankings vs. other OEMs:

Negative Reviews: 9/32 for fewest mentions of price/cost
Positive Reviews: 3/32 for most mentions of price/cost

My take: This initiative from Ford appears to be designed to attract net new customers to the brand, as its existing customer base has few complaints.

UPCOMING WEBINAR: February 19th at 2 PM EST with ASOTU

Reputation Management Masterclass: Benchmarks, Strategies & AI Insights

To win in 2025, dealerships need a reputation strategy that sets them apart. What does success look like?

✔️ 60+ Google reviews/month per location
✔️ 4.6+ average rating
✔️ AI-powered insights on key topics

Join Widewail as we unpack AI-driven analysis of 8.1M Google reviews to reveal:

  • What top-performing dealerships are doing right
  • Reputation mistakes to avoid in 2025
  • How AI can help you learn how to improve the customer experience at your dealership

Don’t miss this data-driven masterclass on turning feedback into a competitive advantage. 

Register here.