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.
Subscribe to REV
RANK
Subaru's Responsiveness Drives its Sales - And Its Reputation
This week, automotive consultancy firm Pied Piper released its 2025 Internet Lead Effectiveness Report, which measures how well dealers respond to online sales leads.
The headline? Subaru takes the top spot.
Subaru leads the industry by responding to 71% of internet leads across multiple channels — well above the industry benchmark of 49%.
Why does this matter?
Customers value clear, timely communication more than almost anything else. Widewail’s research consistently shows that communication is the #1 driver of negative reviews and a top 5 driver of positive reviews for car dealership customers.
How a dealership communicates — or fails to — often shapes the customer experience.
So it’s no surprise to us that Subaru’s responsiveness is reflected in its reputation. According to Widewail data from 2024, Subaru ranked 2nd out of 29 OEMs for the fewest mentions of poor communication in negative reviews. Network-wide, the brand manages a 4.7 average rating on Google.
It’s a powerful reminder: responsiveness doesn’t just drive sales — it shapes how customers remember their experience, and how they talk about your brand after the sale is completed.
EXPLORE
Has Nissan's Executive-Level Turmoil Trickled Down to its Customer Experience?
This week, Nissan is reportedly considering replacing its CEO, Makoto Uchida, as the automaker faces mounting financial pressures.
With projected losses exceeding $500 million in the early months of the year, Nissan’s retail network — designed to thrive with a 7% market share — is operating under strain, as the brand managed only 5.4% in 2024.
These corporate-level challenges raise an important question: are Nissan’s struggles trickling down to the customer experience at dealerships?
Current data suggests the answer is — not much.
Based on consumer reviews, Nissan’s dealership experience remains strong. The brand ranks 5th out of 29 brands, with a reputation health score of 93 out of 100 — outperforming notable competitors such as Subaru, Kia, and Hyundai in Google reviews.
A closer look at Nissan’s review data highlights strong performance in dealership service departments, where staff communication, cleanliness, and wait times generate fewer complaints than the industry average in 2024.
However, pricing emerges as a clear vulnerability. Price-related complaints appear 21% more frequently in negative Nissan reviews than the industry norm — underscoring the importance of competitive pricing, especially in today’s cost-conscious environment.
The Silver Lining
For Nissan dealers, this serves as a reminder that even when corporate leadership is in flux, a consistently positive dealership experience can shield local businesses from broader brand turbulence. Maintaining a strong reputation is a durable competitive advantage — particularly as dealerships lean more heavily on service departments to sustain profitability in challenging times.
2024 OEM Reputation Rankings (Full List)
VISUALIZE
How Many Reviews Top Dealers Get
If you haven't yet seen Widewail's latest webinar, the recording and slide deck for download are now live: Reputation Management Masterclass: Benchmarks, Strategies, and How Dealers are Leveraging AI in 2025
See you next week - Jake, Marketing @Widewail
