Indian Motorcycle dealerships were ranked highest in the 2026 Pied Piper PSI Internet Lead Effectiveness (ILE) Powersports Industry Study, which measured dealership responses to internet sales leads, according to report released on March 23.
Pied Piper submitted customer inquiries through 2,133 powersports dealership websites representing all major brands. Indian dealerships maintained their top rank among powersports brands for the fourth year in a row and achieved an average ILE score of 55 out of 100. The total powersports industry, meanwhile, remains stagnant, with the average dealership ILE score stalled in the mid-40s for the fifth year in a row, with many chronic fixable web response issues remaining.
“More than half of powersports customers still receive no personal response to their web inquiry,” said Cameron O’Hagan, vice president of metrics and analytics at Pied Piper. “The solution is simple. Dealers are twice as likely to be top performers if they commit to responding to web customers at least once each day and receive monthly web-response measurement as a reminder of what’s really happening.”
The 2026 Powersports industry’s average ILE score remained at 44 for the third straight year, a relatively low ILE score indicating systemic improvement needed. The following are key challenges identified in the 2026 study that remain prominent throughout the powersports industry.
- Only 47% of dealers industry-wide answered a website customer’s question by email/text in this year’s study, a trend that has worsened by 1% since 2022.
- Compared to last year, an additional 3% of powersports dealers suggested to website sales customers an appointment for a specific date and time. However, the overall rate for offering appointments remains at only 13% of the time on average, leaving more than 8 out of ten customers without an offer of an appointment.
- Despite being arguably the most critical follow-up path for conversion, the rate of contacting website sales customers by phone remained unchanged, averaging 50% of the time industry-wide in the 2026 study. By not picking up the phone, dealers forfeit roughly half of their website sales opportunities.
Indian Motorcycle dealers continued to be the top performing dealerships in website sales lead response behaviors for the fourth year in a row. Indian dealers were more likely to use a combination of calls, texts, and emails when responding to customers, and had the lowest rate of failing to respond out of the brands measured.
