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Welcome to the REV. A briefing that goes deep into the Widewail Automotive Reputation Index data, surfacing the most interesting insights. Every 3 weeks we Rank, Explore & Visualize automotive reputation & sentiment data. All data is sourced from the Widewail Automotive Reputation Index (unless noted). The Index aggregates over 1.6 million Google reviews from 16k new car dealerships in the U.S. Customize the dataset like it's your own personal spreadsheet. Try it out. It’s free. Read online. Subscribe. |
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This week's trivia question. Let's focus on two topics: Deals and Friendliness. Only one of these topics is in the top 10 of mentions in positive reviews. Which is it? Find the answer at the bottom. |
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RANK |
Genesis & Hyundai Have Lowest Negativity Around Price |
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Price is the 6th most frequent topic in negative reviews. It’s mentioned in 20.68% of negative reviews. The leaders? Genesis, Hyundai and Land Rover. This leaderboard is a stark contrast to the overall Brand Scorecard reputation rankings, in which Genesis places 32nd (out of 32 brands). Rankings, percentage of mentions of price in negative Google reviews, by brand: |
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EXPLORE |
Playbook to Retain Service Techs Also Minimizes Negative Reviews |
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Ryan Haskell, the Fixed Ops Director at Jeff Wyler Honda of Colerain in Cincinnati, had a problem. Every time he hired a new service technician, another vacancy appeared. It was constant. After some research, he found that his technicians didn’t want just any job. They wanted career trajectory. They wanted growth. This was 2018. In response, he put together a playbook, and it’s working. Today, the dealership has lower turnover rates than other Wyler dealerships. And customers are noticing the impact. Looking at the dealership’s review activity, negative mentions of repairs occur 62% less often than the industry benchmark. Negative mentions of the service department at Jeff Wyler Honda of Colerain are 16.65% below the industry benchmark. Here’s the playbook, very simplified. Technicians want to know:
No matter your business, this playbook is universal. |
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VISUALIZE
Days Supply vs. Brand Reputation Health Score |
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A higher reputation health score is better. 100% is perfect. My understanding is that a lower days supply metric is generally a good thing, indicating healthy sales, but too low of a supply may indicate other problems. If you can articulate this well, please respond and let me know, I'd be interested to understand this better. |
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Source of Days Supply as of January 2024: Cox Automotive - vAuto. Source of Reputation Health Score: 2024 Widewail Brand Scorecard Report. The Widewail Reputation Health Score comprises industry data based on 4.1M Google reviews from 17,000 dealerships in 2023. The Health Score aggregates monthly average review volume, lifetime review volume, rating and response rate. |
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Answer to the trivia question: Friendliness. Friendliness is mentioned in 23.10% of positive reviews, the #5 topic. Deals are only mentioned in 3.90% of positive reviews, the #13 topic. |
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More REV in 3 weeks - Jake, Marketing @Widewail |