Study: Lincoln, BMW brands see largest share-of-visit increase year-over-year

CARY, N.C. - 

While numbers remained flat throughout the year for most brands, among non-luxury dealers, both domestic and imported, Lincoln saw the largest share-of-visit increase year-over-year ( 2.25 percent).

This is according to The Year in Location: 2017,  results released Tuesday.

Luxury brand BMW ( 3.9 percent) saw the largest share-of-visit increase year-over-year, followed by Acura ( 3.8 percent) and Volvo ( 3.7 percent).

When it comes to the highest share-of-visits, among non-luxury dealers, top performers include domestic brands Chevrolet, Ford, Dodge and Chrysler, which saw visitation share at 16, 13.9, 7.9 and 7.8 percent, respectively. Meanwhile, Toyota, Honda, Lincoln and Nissan showed the highest efficiency among the group, according to PlaceIQ data.

PlaceIQ examined share-of-visit data to determine which brands received the highest portion of visits overall as well as those who are most efficient when it comes to foot traffic.

While share-of-visit data just covers each brand’s overall foot traffic performance, a look at average efficiency digs deeper to reveal the highest number of visitors-per-location.

Across domestics, both luxury and non-luxury, Lincoln and Cadillac hold the smallest visit share, 5.7 percent and 5.5 percent, respectively compared to Chevrolet, Ford, Dodge and Chrysler with visit share totaling 21.7, 18.6, 10.7 and 10.6 percent.

Foreign non-luxury brands showing the highest share-of-visits is Toyota, Honda, Nissan and Kia.

With an average 39 percent more visitors-per-location non-luxury car dealerships were found to be more efficient than luxury dealerships.

Interestingly, the study also found that car-shoppers are willing to travel an average four miles more to visit a luxury dealership.

Additionally, the study also found that all dealerships see an average visitation lift of 3.7 percent during the last week of the month.

According to PlaceIQ, the company conducted its analysis using its proprietary data made up of 190MM unique, anonymous devices across the U.S.

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