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The investigation of four million Google reviews, from 32 automakers across the country, focuses on visitor sentiment as a determining factor in a car’s logo’s reputation.
BURLINGTON, Vt. , Feb. 2, 2024–(BUSINESS WIRE)–Widewail, the leading visitor rating and reputation monitoring solution, launched Widewail Brand Scoreautomobiled 2024, a study of the reputation and sentiment of 32 automakers in the U. S. Lexus has earned the highest reputation among all car brands. Toyota and BMW take second and third place, respectively.
The study analyzed 4 million Google customer reviews across 14 luxury and 18 non-luxury automotive brands. 1.1 million reviews were used for topic analysis. The Brand Scorecard ranks automotive brands using Widewail’s proprietary reputation “health score,” a diverse methodology that reveals the full picture of any brand or dealer’s reputation and assigns a 0-100 rating. The factors incorporated within the report include regional performance, detailed brand sentiment performance across 27 topics, reputation performance, best-selling model performance, and top-rated dealers.
“There are more festivals than ever before in the automotive retail industry, and reputation is an important differentiator that can have a significant effect on search ratings and influence visitors’ decision-making in the car-buying process,” said Matt Murray, CEO of Widewail. Our Brand Scoreautomobiled 2024 is designed to provide automotive brands with a clear picture of what their consumers are saying, their position relative to their competitors, and the points that determine their reputation. Lexus got the most sensible spot in terms of reputation thanks to its high volume of reviews per month, an exceptionally high review reaction rate, and a very low percentage of negative reviews. “
Why Lexus Takes the Top Spot
For the calendar year 2023, Lexus, whose health score is 95/100, received a median monthly review volume of 21.2. Lexus’s median lifetime Google rating is 4.7/5. The company responded to 98% of its reviews, and only 8% of the total reviews left by Lexus customers were negative. Interestingly, Lexus and Toyota had the same median review volume, but Lexus edged out Toyota thanks to slightly higher ratings and a 4% higher response rate.
The median monthly review volume benchmark across all automotive brands in calendar year 2023 is 10.4.
An investigation of the test subjects revealed that Lexus service is reviewed in 18. 5% of Lexus reviews that are more positive than the industry benchmark. Combined with 20. 9% fewer negative repair mentions, 14. 2% fewer negative communication mentions, and 14. 6% fewer negative service mentions, Lexus delivers premium service thanks to its expertise. On the sales side, Lexus scored 7. 4 percent higher than the industry benchmark in positive mentions of workers and 26 percent higher in positive mentions of professionalism.
For Lexus, Minnesota represents its highest average consistent with monthly review volume, attributed to Wayzata’s Lexus, with 161. 9 monthly reviews in 2023.
Lexus’ best-selling vehicle, the Lexus RX, has an average score of 4. 6/5 in reviews from visitors who mention the styling name.
Top 3
Toyota ranked second on the Brand Scorecard, with a fitness score of 94/100. The highlights in its rating are an exceptional volume of reviews and smart functionality in other categories. Toyota’s average monthly volume is 21. 2, the same as Lexus. , however, its average lifespan score is just under 4. 5/5. Toyota responded to 94% of the reviews, of which 12% were negative.
Toyota’s topic distribution largely falls in line with industry benchmarks. However, service helped its ranking, with 11.3% fewer negative service mentions and 13.5% fewer negative repair mentions, meaning comments related to an unsatisfactory repair are coming up less often in reviews left for Toyota than the industry.
BMW earned the third spot on the Brand Scorecard, with a health score of 91/100. BMW’s health score was bolstered by standout positive performance in both service and communication. Compared to industry benchmarks, customer reviews revealed 21.2% more positive mentions of service and 34.8% more positive mentions of communication.
Other Highlights Revealed in Widewail’s 2024 Brand Scorecard Study
The study analyzed Google reviews of 32 automakers representing four of the top 10 brands in the luxury category.
The five top-ranked brands topped industry benchmarks in the most influential service categories: service, communication, wait time, and repairs. As the main drivers of negative reviews, the top-ranked brands consistently outperform in those areas.
Genesis and Lincoln, whose fitness scores place them at the bottom of the list, have unusually low review volume and low reaction rates. Such a lack of visitor engagement is unexpected for two luxury brands.
Imported logos dominate the ranking. The first U. S. logo. The top U. S. on the list is RAM, which ranks 15th overall.
To learn more about the Widewail 2024 Brand Dashboard, visit the online page here.
Methodology
The total length of the pattern calculated was 4,000,000 reviews on Google. Of those 3 million, 1. 1 million were taken into account for research on the topic. The reduction is attributed to the length of the review, as reviews will need to be long enough to be scanned for content. (Note: Widewail primarily used median when calculating baselines due to the highly biased nature of the dataset. )
The “Health Score” is made up of 4 components: 30% rating, 30% reaction rate, 15% lifetime volume (what consumers see on Google), and 25% average average monthly volume in 2023.
When searching for the star score, Widewail uses an “adjusted score,” unique to the lifetime score (what you see on Google) and the average monthly score in 2023. The approach takes into account the fact that the distributors on the list get a wide diversity of monthly notification volumes, in part due to the other degrees of opportunity. For example, luxury brands generally don’t sell as many cars as non-luxury brands, so it’s worth restricting the luxury dealership market. The concept of tuning punctuation uses the mathematical method of additive smoothing to create an unbiased scoring approach to otherwise unequal two score distributors.
The detailed method can be found here.
About Widewail
Widewail is deeply embedded in the automotive industry and supports more than 5,000 scale agents. Widewail’s response suite powers grocery shopping craze by leveraging automation to directly drive and manage conversations from scale brokers and prospects across customer reviews, videos, and social media. The Widewail Trust marketing platform helps businesses capture, distribute, and shape their company’s narrative through the words of their agents with great reviews and video testimonial content, a construct that is accepted as true among businesses and the communities they serve. The Result: Widewail Answers Improve search ratings and help businesses perceive how their moves scale their satisfaction and overall reputation. For more information, visit https://www. widewail. com/.
See the businesswire. com edition: https://www. businesswire. com/news/home/20240202606501/en/
Contacts
Lou [email protected] 678-492-2737