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.
Our latest research report analyzes 5.5M Google Reviews from 18,000 U.S. dealerships, revealing what customers are saying across the auto industry. Get your copy below:
Hey, Emily here. I’m breaking the R-E-V format today because I feel this story deserves its own narrative. Melissa Terrell, Widewail’s recently hired COO (formerly Dealerware), is fantastic, and her commentary in the videos is a must-watch.
Three weeks back, the FTC put out a release with the list of the 97 dealers that got a warning letter back in March.
If you run a store or a group, this isn't news; it's been a headline almost every week of 2026, and the anxious question at every event we attend is the same: "How do we assess our risk?"
We think your Google reviews can answer that question remarkably well. We took a first pass to show you what we mean.
What We Found
Pull up the Google listings for the dealers who got those letters, scroll the way a customer would, and you wouldn't notice much. Their star ratings looked like everybody else's. Whatever got them flagged wasn't visible on the surface.
So we dug in ourselves.
Widewail sits on a unique pile of data — 18,000 rooftops and 20 million reviews — so we ran the analysis: how did the flagged dealers actually look different?
1. Where's the risk actually hiding?
The letter recipients had a much higher share of negative reviews for the exact behaviors the FTC cares about:
Bait-and-switch
Deceptive advertising
Undisclosed F&I add-ons
Not enough to drag down a star average. More than enough to show a pattern once you tag for it.
See Widewail COO, Melissa Terrell, break down our findings:
2. How to analyze your data
We found that 72% of dealers have had at least one review since the beginning of 2024 that tripped one of Widewail’s FTC-specific tags. The majority of dealers have some level of exposure here.
As you know, a bad review is not a fineable complaint, but this is not a niche problem either. We found an average of 40,000 flagged reviews per year.
Tracking and tagging your reviews is how patterns begin to emerge, and nobody has time to do that by hand. Widewail has the review dataset and automation already built and ready to go for dealers.
Once you can see it clearly, you can make a real call instead of a guess: run the audit, talk to the team, or decide it was a one-off and move on.
The clips in this REV were from a live session on industry reviews and FTC topic analysis we ran last week.
If you missed the session, here's the recording. We walk through the full dataset, the topics that separated the flagged dealers, and a live look at how to run this analysis for your store.
One last thing: If you're free today at noon, Jake Hughes and I are doing a live walkthrough of the new Q1 2026 Voice of the Customer Report.
We read 1.15M reviews across 18,000+ dealerships in Q1 and found something we didn't expect: the people got better, but communication got worse. We'll walk through what's driving it, plus a shift in who's actually reading your reviews now.
