Overfuel, a website solutions provider for automotive, powersports and RV dealers, today announced the findings of its second annual study evaluating retail dealership websites against Google’s Core Web Vitals performance benchmarks. The results reveal a continued industry-wide failure to meet modern consumer experience standards—with fewer than 1% of analyzed websites passing both mobile and desktop performance requirements for the second consecutive year.

The 2025 study examined 1,910 retail-focused websites tied to the Top 50 dealership groups in North America, as defined by Automotive News’ 2025 list of the Top 150 Dealership Groups. Using real-world field data from the Google Chrome User Experience (CrUX) API and PageSpeed Insights collected August 28–30, 2025, Overfuel analyzed only retail websites actively displaying vehicle inventory. Collision, service, body shop, and non-automotive sites such as powersports and RV were excluded.

Key Findings:

• Only 0.4% (7 websites) passed Core Web Vitals on both mobile and desktop.
• 99.6% of websites (1,838 of 1,845 with performance scores) failed on mobile, desktop, or both—with 95.5% failing across both platforms.
• 65 websites did not generate enough Google CrUX traffic to provide a performance score.

“Two years in a row, the data reaffirms: dealerships have a massive opportunity to deliver the kind of online shopping experience customers actually want,” said Alex Griffis, President of Overfuel. “Shoppers are spending more time than ever researching vehicles online, and when sites are fast, stable, and easy to use, the results are clear—happier customers, stronger engagement, and more sales. The technology is here today, and the dealers who embrace it are already pulling ahead.”

Google introduced Core Web Vitals in 2020 to measure three essential aspects of real-world website performance: load speed, interactivity, and visual stability. Websites failing the benchmark not only frustrate consumers but also risk lower search visibility across Google’s ecosystem—including Search, Maps, and AI-generated results. Overfuel’s research shows that passing Core Web Vitals can boost organic website traffic by up to 20%, while failing them can cause a comparable drop.

A recent industry breakthrough underscores the urgency of website performance: Shift Digital’s 2025 Digital Automotive Shopping Pulse Report revealed that dealerships failing Google’s Core Web Vitals assessment effectively waste $30 of every $100 in advertising spend. In other words, nearly a third of every ad dollar is lost when shoppers land on underperforming sites that fail to load quickly, respond smoothly, or present content in a stable way. For dealers, this finding is more than a technical metric—it’s a direct line to profitability, proving that Core Web Vitals compliance is now inseparable from marketing ROI.

“Since launching with Overfuel, we’ve seen a real difference—not only in our website traffic and leads, but in the overall shopping experience for our customers,” said Brian Mixon, General Manager of Jay Wolfe Honda. “It’s exciting to see what’s possible when dealerships embrace modern technology to better serve their customers.”

Jay Wolfe Honda is a clear example of what’s possible when dealerships prioritize speed, stability, and shopper experience. While running the OEM-recommended third-party tools and plugins, their site is one of the few in North America to pass Core Web Vitals on both mobile and desktop.

“The message is clear: better performance isn’t out of reach—it’s already happening,” said Griffis. “Dealers who modernize their digital storefronts are proving that fast, stable websites lead directly to more traffic, more leads, and happier customers. The opportunity is enormous, and the technology to seize it is here today.”

For methodology details, findings, and key takeaways, download the full Overfuel Report: North America’s Largest Auto Groups Still Failing Google Core Web Vitals (2025).

About Overfuel

Overfuel redefines what a dealership website should be. More than a digital storefront, our platform is the engine that drives visibility, trust, and growth in today’s market. Built for the modern shopper and optimized for the evolving search and AI landscapes, Overfuel delivers unmatched reach—from Google Search and Business Profiles to Map Pack, AI Overviews, and beyond.

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