Jackson, the capital of Mississippi, is celebrated for its central role in the civil rights movement and its vibrant music and arts scene, both of which have deeply shaped the city's identity. More recently, Jackson has also gained prominence as a key hub in the automotive industry, reflecting its expanding economic influence.
Located near major automotive manufacturing plants like Continental AG and Nissan, Jackson has attracted a strong network of new car dealerships and related businesses. This growing automotive presence is helping to drive the city’s economic development and solidify its role in the regional auto industry.
Dealers in Jackson showcase a strong commitment to the customer experience with high review response rates, elevated Google star ratings, and significant review volume.
Using the Automotive Reputation Index, which ranks dealers by review volume, star rating, and review response rate, we’ve identified the Jackson dealerships with the best online reputations.
- Bob Boyte Honda has the best online reputation in Jackson with an overall health score of 94%. The dealer earns #1 on our list with an impressive star rating and high review volume.
- Gray-Daniels Toyota and Gray-Daniels Nissan North, the 2nd and 3rd ranked dealers, respectively, exhibit strong lifetime and monthly review volume. However, both dealers could enhance their online reputations by improving their review response rates.
- Competition is steep with only a 2-point difference in health score between the bottom 5 dealers. To break away from the pack, dealers should invest in a more comprehensive review management strategy (asking for reviews paired with review responses.)
- Turning to the top luxury dealers, Gray-Daniels Lincoln secures the #1 spot. The dealer achieves this due to outperforming in relative monthly and lifetime review volume.
- Acura Jackson ranks 3rd, even though it has the highest adjusted star rating of all the luxury dealers in Jackson. The dealer is suppressed in the rankings due to its low response rate of only 2%. Responding to all customer reviews is critical and shows patrons you care about their business.
- Coming in last place is Tesla. To improve its online reputation, the dealer should solicit reviews from happy customers and begin responding to all its reviews.
- Bob Boyte Honda again finds itself at #1 when looking at the top non-luxury dealers in Jackson. With a continuous flow of positive reviews, this dealer has risen to the top of the rankings, showcasing its commitment to an exceptional customer experience.
- Grey-Daniels Chevrolet is a prime example of what a low response rate can do to a dealership's online reputation. Even with a high adjusted star rating and review volume, the dealer ranks only #8.
- 9 out of 10 non-luxury dealers in Jackson are also featured in the overall ranking list. This illustrates that these dealers stand out overall in the city, not just within their category, and are dedicated to developing and sustaining their online reputations.
*Note from the editor. The Automotive Reputation Index offers substantial coverage of the nation’s dealerships, but it’s still growing. If your dealership is not yet listed on the Index and you’d like to add it, submit your information and we will add it during a regularly scheduled update, roughly once per month.
Widewail's rankings are based on the Widewail Automotive Reputation Index. Explore the full dataset:
Ranking Methodology
To rank these dealerships fairly, we chose a method that considers the fact that dealerships on our list receive a wide range of monthly review volume, in part due to varying levels of opportunity. For example, luxury brands can never sell as many cars as non-luxury brands, the price point limiting a luxury dealership's market.
To compare two dealerships with very different review volumes directly wouldn’t be fair. A dealer with two 5-star reviews doesn’t necessarily deserve to be ranked higher than a dealer with 200 reviews and a 4.5-star rating. With few reviews, the former doesn’t offer enough data for us to use to understand its performance. However, we couldn’t just ignore locations with very few reviews, as that would introduce bias into our rankings.
To solve this, we used "adjusted ratings" in our calculation of dealership ranking. In essence, "adjusted rating" is a dealership's star rating that takes into account how its review volume compares to that of other dealerships in that area. We calculated adjusted ratings by using a technique called additive smoothing which we explain below.
Additive Smoothing
The approach we’ve used is a form of what’s called “additive smoothing.” This process allows for an unbiased way to rank two otherwise unequal dealerships. At its core, additive smoothing levels the playing field by artificially increasing the number of reviews each dealership has by adding the same number of reviews of each star rating to every dealership.
Customer Engagement
Additionally, we take into account the percentage of reviews that a dealership has responded to in our calculation of ranking, as Widewail strongly believes that review response is indicative of a strong reputation strategy.
Activity
The last component revolves around how much review volume a dealership receives, which can be broken down into two parts - their lifetime volume and average monthly volume. Lifetime volume can be thought of as a popularity metric. It’s an important metric and one of the first numbers that a potential customer will see when they start looking at reviews. The second, average monthly review volume, is representative of how active the dealership currently is. We can think of it as follows, lifetime volume captures a historical view of the dealership whereas average volume gives insight into the current status. The final component for the volume metrics is to scale them so there is a more meaningful comparison. To do this we use what is known as min-max scaling. First we group dealerships by their respective city and then find the dealership with the most volume and least volume. Then for each dealer in the group, we subtract the lowest volume and divide by the difference between the highest and lowest volume. The formula for this can be seen below.
x' = x - min(x)max(x) - min(x)
The main advantages of this approach are that all the volume metrics can be mapped to a value between 0 and 1 and the relative difference between dealership volumes can still be preserved.
Below we see an example of this where we have 9 dealerships with differing lifetime volumes, which we then scale. Notice that the relative distance between the actual volumes and the scaled versions is the same.
Below we have an example of ten dealerships, their review volume, and the adjusted relative volume. We can calculate the relative volume by sorting the dealers by review volume and determining the percentage of dealers that have fewer reviews. Here we see that dealer D had the most reviews and so they get a score of 1.
|
Lifetime Volume
|
Scaled Volume
|
|
4619
|
1
|
|
4065
|
0.88
|
|
3922
|
0.85
|
|
1783
|
0.38
|
|
1001
|
0.21
|
|
810
|
0.17
|
|
164
|
0.03
|
|
101
|
0.02
|
|
22
|
0
|
The Ranking Formula
(adjusted rating / 5) * 0.3 + (response rate) * 0.3 + (lifetime volume) * 0.15 + (avg monthly volume) * 0.25
Weighting Rational
We chose to weigh each feature as follows: adjusted rating accounts for 30% of the overall score, response rate also accounts for 30%, and review volume is 40%, which is further broken down into lifetime volume (15%) and average monthly volume (25%).
Weight selection is based on Widewail’s depth of expertise in the industry and we believe is a fair representation of what should be considered a standout reputation.
We’ve broken the weighs into three categories:
Activity (40%)
We believe the amount of review activity is the most important indicator of reputation health for a business, and is a leading driver of local search rankings. We’ve broken this category into two components: lifetime volume (15%) and frequency (25%). Lifetime volume is our “popularity” metric.
Engagement (30%)
Engaging with customers by responding to reviews is a key component of a healthy reputation.
Quality (30%)
Rating has a substantial impact on if a business shows up in local searches and if that business is entered into a prospect’s consideration set. Rating is a key identifier of business health.
Calculation Details
If a company has an adjusted rating of 4.2, responds to 10% of their reviews and has an adjusted lifetime volume of 0.90 in their city and 0.87 for their scaled average monthly review volume, then we would calculate their overall rating as follows
(4.2 / 5) * 0.3 + (0.1)*0.3 + (0.9)*0.15 + (0.87)*0.25 = 0.252 + 0.03 + 0.135 + 0.2175 = 0.6345 * 100 = 63.45
Note: Since response rate accounts for 30% of the overall ranking, if a dealer doesn’t respond to any reviews that automatically caps the max value they can receive to 70.
