Infiniti dealerships ranked highest in the 2026 Pied Piper Internet Lead Effectiveness (ILE) Study, highlighting the growing role of artificial intelligence and automation in improving customer response times and engagement across the automotive industry.
The study evaluated responses to online customer inquiries submitted to 3,290 dealership websites across major automotive brands. Infiniti achieved an average score of 82 out of 100, significantly outperforming the industry average of 71. Cadillac, Honda, Acura, Subaru, and Toyota followed closely behind in overall rankings.
The findings show that AI-powered automation and digital tools have dramatically improved how dealerships respond to potential buyers. Industrywide, 51% of dealerships provided what the study classified as a “perfect response,” meaning they answered customer questions quickly and used multiple communication channels such as email, text, and phone. This rate has doubled over the past five years, reflecting rapid adoption of AI-driven customer engagement systems.
Dealerships also expanded their use of texting, with 54% of inquiries receiving responses via text message, compared to just 38% the previous year. Phone outreach also increased significantly, with nearly 75% of customers receiving calls, improving the chances of successful communication and conversion.
However, the study also identified risks associated with automation. When AI systems required human intervention to handle complex customer questions, response quality declined sharply. In such cases, inquiries were twice as likely to go unanswered, highlighting gaps in coordination between automated systems and dealership staff.
Another key finding involved AI-powered search tools. ChatGPT and similar platforms are increasingly used by customers to locate dealerships and vehicles. The study revealed that while ChatGPT listed the correct dealership first 77% of the time, it failed to mention the dealership at all in 9% of cases, even when the requested vehicle was available locally. Additionally, only 30% of responses included direct links to vehicle listings, suggesting significant opportunities for dealerships to improve their digital visibility.
The study emphasized that successful dealerships combine AI automation with strong human support. While AI systems efficiently handle routine inquiries, trained staff remain essential for addressing complex questions and completing sales conversions.
Experts noted that dealerships that improved their ILE scores from below 40 to above 80 historically achieved up to 50% higher sales from the same number of online leads, demonstrating the direct financial impact of effective customer response strategies.
Overall, the 2026 study highlights how AI and automation are reshaping the automotive retail landscape. Dealerships that successfully integrate advanced technology with responsive human support are gaining a competitive advantage, improving customer satisfaction, and increasing sales performance in an increasingly digital marketplace.