For the second-consecutive year, Ducati tops the rankings of the “Pied Piper Prospect Satisfaction Index U.S. Motorcycle Industry Benchmarking Study.” Ducati took the top ranking with 116 points, which was up 2 points from its 2014 score. Following 4 points back is Harley-Davidson. Together, Ducati and Harley-Davidson have ranked either first, second or third for the past nine-straight years. Fourth in rankings just 2 points behind Harley-Davidson is Victory Motorcycles, which is followed by Triumph (109 points) and BMW (108 points).
The Pied Piper PSI has for objective to measure how effectively U.S. motorcycle dealerships help shoppers become buyers. The study measured “dealership treatment of motorcycle shoppers, with rankings by brand determined by the patent-pending Pied Piper PSI process, which ties ‘mystery shopping’ measurement and scoring to industry sales success.”
Displaying the greatest improvement in the study from 2014 to 2015 were all European brands – Aprilia (+10 points), KTM (+8 points) and BMW (+8 points). Pied Piper reports that in total, 13 of the 17 brands improved their performance, resulting in the highest industry average PSI score of the nine years Pied Piper has been benchmarking the U.S. motorcycle industry. Part of this improvement is due to availability of test riders, dealerships encouraging customers to sit on the motorcycles, and salespeople requesting customer contact info and trade-in information.
Pied Piper says it has found that on average, when motorcycle dealerships are ranked by their PSI score, dealerships in the top quarter sell 22 percent more motorcycles than dealerships in the bottom quarter. “So much about the motorcycle business is difficult for a dealership to control,” said Fran O’Hagan, President and CEO of Pied Piper Management Co., LLC. “In contrast, dealerships can control the sales process used by their sales team, and the results are clearly worth the effort.”
The 2015 Pied Piper Prospect Satisfaction Index U.S. Motorcycle Industry Study was conducted between July 2014 and April 2015 using 1,779 hired anonymous “mystery shoppers” at dealerships located throughout the U.S. Examples of other recent Pied Piper PSI studies are the 2015 Pied Piper PSI® Internet Lead Effectiveness(™) (ILE) Benchmarking Study, in which the U.S. Lexus dealer network was top ranked, and the 2014 Pied Piper PSI (In-Person) U.S. Auto Industry Study, in which the Mercedes-Benz dealer network was ranked first.
Complete Pied Piper PSI industry study results are provided to vehicle manufacturers and national dealer groups. Manufacturers, national dealer groups and individual dealerships also order PSI “mystery shop” evaluations—in-person, internet or telephone—as tools to improve the sales effectiveness of their dealerships. www.piedpiperpsi.com.
Once again … what one sees and hears on the street is in polar opposition to the claims a survey is making . Leading one to wonder …. who’s ‘ cooking ‘ the numbers . And more importantly ….. why ?
Perhaps VW-Audi’s [ Ducati ] and the Company’s deep pockets might be part of the answer ?
Hmmmmmn …….
I would say Harley and Ducati have the highest AND longest standing brand loyalty as well
TJ Martin. Sorry, you are so dumb. You do surveys in the street with your buddies? LOL.
Every village has an idiot. This digital one got TJ Martin.
Ducati and HD also have the longest standing and highest brand loyalty I’ve seen
Why is Indian not the same as Victory ?
Would they not just duplicate their systems ?
Just asking ?
Indian is still too new James. What do you mean by duplicate their systems? They have completely different drive trains on purpose.
Indian & Victory have different showrooms in the same dealership
I’ve seen it numerous time in my travels
Victory is on one side of the bldg & Indian is on the other side
with different shelving, marketing & everything
I think that was a prerequisite for being an Indian dealer,
having a separate or being able to build a separate structure for the Indian entity
By the way Duc’s SUCKS
I disliked them then & I don;t like them anymore, now
I’ve been buying bikes at Twin City HD, South in Lakeville (previously Savage) since 1990. Great dealership with great people. I frequent the place frequently, to eat their free hot dogs and shoot the bull with several other customers and staff. I’ve always been treated respectively, fairly there. Other casual visits to other HD dealerships in Minnesota and Wisconsin have likewise been good.
I got a grill for hot dogs and gawd knows I get enough talking done at me without seeking it out. What I want out of a dealer is no BS, no frills and upselling, just some passion for the product and enough knowledge of it to not embarrass those of us who own them.
I know I know. I’m living in a fairy tale.