A newly released study by Overfuel, a leading provider of website performance solutions for the powersports, RV, automotive, and marine industries, has exposed significant digital shortcomings among North America’s top powersports dealerships.
According to a press release, the research reveals that a majority of dealership websites fail to meet Google’s fundamental website performance benchmarks, potentially impacting customer engagement and sales.
As more ATV, UTV, motorcycle, snowmobile, and personal watercraft buyers rely on online research before making purchases, having a seamless, high-performing website is crucial.
However, Overfuel’s study, which analyzed 2,315 active dealership websites, paints a concerning picture of the industry’s digital readiness.
Since 2020, Google’s Core Web Vitals have served as a key measure of website performance, evaluating critical factors such as loading speed, interactivity, and visual stability.
These elements directly impact user experience, search rankings, and conversion rates. Overfuel used Google CrUX data to assess how well powersports dealer websites comply with these standards.
The study found that 42.6% of websites failed performance tests on both mobile and desktop, while an overwhelming 80.3% did not meet Google’s performance benchmarks. Only 15.7% of dealership websites successfully passed evaluations for both mobile and desktop.
“These results are disappointing for an industry built on the promise of excitement and fun,” said Alex Griffis, President and CTO of Overfuel.
“The failure of many powersports dealer websites to meet fundamental digital standards weakens consumer trust, limits sales potential, and damages brand credibility. However, this also presents a major opportunity for dealerships to improve their online presence and gain a competitive edge,” Alex added.
With digital interactions shaping most powersports purchase decisions, slow, unresponsive, or poorly optimized websites can push potential buyers toward competitors with superior online experiences.
The study highlights an urgent need for dealerships to fix website inefficiencies, optimize for speed and usability, and enhance their overall digital strategy to remain competitive.
For a detailed breakdown of the study, methodology, and actionable insights, access the full Overfuel Report: Powersports Industry Fails to Meet Google’s Basic Website Performance Standards at www.overfuel.com.
Overfuel specializes in website performance optimization for powersports, RV, automotive, and marine dealers. By transforming dealership websites into high-converting digital storefronts,
This report is crucial for the powersports industry as it highlights the growing gap between consumer expectations and dealership digital performance, emphasizing the need for faster, more user-friendly websites to drive sales. With online research playing a pivotal role in purchasing decisions, dealerships that fail to optimize their websites risk losing potential customers to competitors with better digital experiences.
