When it comes to satisfying auto dealers, AutoTrader.com ranks highest for new-vehicle leads while Cars.com ranks highest for used-dealer leads, according to the latest J.D. Power and Associates 2008 Dealer Satisfaction with Online Buying Services Study.

Within the new- and used-car segments of the study, four factors were measured to gauge overall dealer satisfaction: business generation, dealer support / service, competiveness of fees and transmission of leads. A fifth factor – advertising – was also included in the independent used-vehicle lead segment.

In their respective categories, AutoTrader.com and Cars.com came close seconds to each other. Dealix and AutoUSA also scored high marks. It was AutoTrader’s second year in a row to grab the new-vehicle score. Cars.com bested AutoTrader this year in the used-vehicle category.

The study also found that overall dealer satisfaction in the used-vehicle lead segment declined over last year – from an average score of 613 (on a 1,000-point scale) in 2007 to 581 in 2008. The decline was driven primarily by decreases in satisfaction within the business-generation factor, specifically in the areas of the quality and quantity of leads, the report said.

The study also found that the average number of online lead providers that dealers subscribe to continues to increase – from 5.6 in 2006 to 6.8 in 2008. Fifty-three percent of surveyed dealers reported that they subscribed to a leads-notification program, with instant alerts via mobile phone voice or SMS.

The survey was based on 4,141 dealer evaluations collected in April and May.

Print Friendly, PDF & Email