11th Pied Piper’s Annual Industry Benchmarking Study Of U.S. Motorcycle Dealerships. BMW Ranked First. Harley Second. Indian And Ducati Third.

Helping brand dealers understand how motorcycle shoppers become buyers is the objective of this annual Pied Piper’s Study. BMW ranks first in Satisfaction Index of shoppers. The study measured treatment of motorcycle shoppers who visited a dealership, with rankings by brand determined by the Pied Piper PSI process, which ties “mystery shopping” measurement and scoring to industry sales success.

Harley-Davidson dealers were ranked second, while Polaris Industries’ Indian brand and Audi AG’s Ducati brand finished tied for third. Five years ago, BMW dealerships performed below the industry average, with a PSI score of 98, but since then the BMW average PSI score has improved every year as sales behaviors have changed. For example, compared to their performance five years ago, BMW dealers in 2017 were 50% more likely to mention test rides, were 60% more likely to encourage going through the numbers or writing up a deal, and were 30% more likely to ask for contact information to allow follow-up.

Brands showing the greatest overall improvement over the past year were Husqvarna, BMW, Triumph and Yamaha. Brands with declines from 2016 to 2017 were Ducati, Aprilia, Zero and dealerships selling the Polaris Slingshot. Eleven of sixteen brands improved, which generated an industry average PSI score of 110, a one-point increase from 2016, and the highest score Pied Piper has measured for an annual motorcycle industry study.

Sales process steps with the greatest improvement over the past year included involving the shopper with visual aids; attempting to forward the sale, giving compelling reasons to buy from the dealership and going through the numbers or writing up a deal. Aspects of selling that decreased from 2016 to 2017 included asking why the shopper considered the brand, encouraging the shopper to sit on a motorcycle and offering a test ride.

“Motorcycle shoppers today visit dealerships half as many times before buying,” said Fran O’Hagan, President & CEO of Pied Piper. Motorcycle shoppers today gather much of their information on-line before ever visiting a dealership, and the result has been a drop from an average of four or more shopper visits before buying, to an average of two visits today. “Successful motorcycle dealerships today not only respond quickly to customer web inquiries, but they also understand the increased importance of every customer visit,” said O’Hagan. Pied Piper’s Annual Industry Benchmarking Study

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3 Responses to “11th Pied Piper’s Annual Industry Benchmarking Study Of U.S. Motorcycle Dealerships. BMW Ranked First. Harley Second. Indian And Ducati Third.”


  1. 1 Sharkey May 2nd, 2017 at 8:08 am

    Actually pretty impressive for HD when you consider their market share. Didn’t BMW hit a low some years ago when they tried to market cars and bikes together?

  2. 2 Boomer May 4th, 2017 at 9:50 am

    I was hoping to see Moto Guzzi on the list of satisfied customers. Not that I see myself buying another bike anytime soon but if I were; the Moto Guzzi would be my first looksee since Victory is now defunct which is a really sore subject.

    I’m not sure whether to blame Victory solely for bad management and marketing decisions causing the collapse of the best bike made in America or maybe also giving the bike buyers some credit for not recognizing what an amazing product it was/is. Damn shame all around I guess…

  1. 1 Episode 081 : Ace Cafe is opening soon!! – Throttled Motorcycle Podcast Pingback on May 9th, 2017 at 3:43 pm

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