How Top Dealerships Generate Reviews And Make Them Count

We get it—you sell cars, not internet clout. But in 2025, your online reputation isn’t just a digital thumbs-up—it’s your dealership’s first impression, your lead generator, and in many cases, the deciding factor for potential customers.

At ASOTU, we recently hosted a webinar with Widewail ’s CEO, Matt Murray , to uncover what’s working (and what’s failing) in dealership reputation management. We dug into AI-driven insights from 8.1M Google reviews across thousands of dealerships. The results? Some dealers are thriving, while others are still treating online reputation like it’s 2015.

A few key takeaways emerged that separate the winners from the rest. The top-performing dealerships don’t just collect reviews; they generate them consistently. They maintain an average rating of 4.6 or better, ensure a steady flow of customer feedback, and leverage AI to analyze sentiment trends across critical touch points like staff, communication, repair, and pricing.

What’s Separating Winning Dealers from the Rest?

It’s not just about having reviews; it’s about how they’re gathered and what they reveal. Top dealers have a few things in common: they prioritize consistency, use data to guide improvements, and automate processes to stay ahead.

They understand that frequent, high-quality reviews drive visibility and trust. Google values a steady stream of new feedback, making it essential to integrate review generation into daily operations. The best dealerships don’t leave reputation management to chance—they have a structured strategy that encourages customer advocacy.

But just as important as knowing what works is recognizing what doesn’t. Outdated tactics, like soliciting fake reviews or responding sporadically, won’t cut it anymore. Dealers who ignore negative feedback or spread their efforts thin across too many platforms are missing the bigger picture. Let’s be real—Google is the king of customer perception. And if you're not actively managing your reputation, your competitors are happily taking the spotlight. If your focus isn’t there, you’re playing a losing game.

What’s Driving Sentiment in Dealership Reviews?

Through AI-powered analysis, Widewail identified the key themes customers mention most often in their reviews—both the good and the bad.

On the positive side, staff interactions stand out as the most influential factor. When customers mention an individual by name, their overall satisfaction tends to skyrocket. Helpfulness, friendliness, and knowledgeability all contribute to positive sentiment, reinforcing the importance of well-trained, engaged team members. Communication is another make-or-break element—customers want to be kept informed throughout their buying or service experience.

On the flip side, the most common negative reviews revolve around poor communication, excessive wait times, and unresolved service issues. A lack of updates on vehicle repairs or prolonged paperwork in the finance office can quickly sour an otherwise solid transaction. Management responsiveness also plays a crucial role—when customers feel unheard, their frustration is reflected in their online feedback.

Why Lexus and Hendrick Are Winning

Widewail’s research highlighted some standout performers. Lexus leads the industry in professionalism and service excellence, consistently earning high marks for both customer interactions and service efficiency.

Meanwhile, Hendrick Automotive Group outperformed Asbury in six out of eight key reputation categories.

What’s their secret? A commitment to structured training, process consistency, and a unified brand experience across all locations.

These success stories reinforce an important truth: reputation isn’t built overnight. It’s the result of intentional processes, strong leadership, and an unwavering commitment to the customer experience.

Your Next Steps to a Winning Reputation in 2025

If you want to elevate your dealership’s reputation, start with these core actions:

• Automate review requests – Don’t leave it up to chance; build it into your CRM workflows.
• Track and analyze sentiment – AI-powered insights can reveal patterns in customer perception that may not be obvious at first glance.
• Respond to every review – A dealership that listens is a dealership that earns trust. Aim for a 98%+ response rate to show customers you care.
• Set ambitious targets – The top 10% of dealers average 58+ Google reviews per month—where do you stand?
• Invest in staff training – Knowledgeable and helpful employees don’t just improve the customer experience; they drive more positive reviews.

Reputation is no longer just a reflection of customer opinion—it’s a competitive advantage. When managed effectively, it can be the difference between winning the customer’s business or losing them to a competitor.

Want to dive deeper into the data? Watch the full webinar replay here.