AutoNation, Hendrick Automotive top online reputation survey

Lori Berkson, senior director of automotive at Reputation, said this year’s survey results continue to underscore the importance of customer reviews.

“In brands that raise a reputation score by 150 points, they could see an increase of sales by 10 percent,” Berkson told Automotive News. “That’s big.”

Keeping customers happy remains a must in the auto industry, she said, especially following COVID-19 pandemic years when face-to-face interactions were limited. Dealership groups that rank high prioritize their reputation, Berkson added.

“A lot of our dealer groups have a very reputation-first mindset,” she said. “What does that mean? They think about this first, they talk about it, they act on it. It’s part of their Monday morning meeting for some of our bigger dealer groups.”

How does a dealership group or brand improve its ranking?

“Asking for reviews is the No. 1 key to improve their reputations,” Berkson said. “Every dealership group should be asking for reviews.”