In a first-of-its-kind study leveraging artificial intelligence and computer vision, Chevrolet has been ranked number one for dealership facility consistency across the United States.
The 2025 Dealership Facility Consistency Study, conducted by Pied Piper, utilized a new “Look-Alike Index™” to objectively measure how uniformly a brand’s identity is presented across its entire dealer network. The findings offer a data-driven perspective on how automotive brands manage their physical presence and customer-facing image.
Following Chevrolet in the top-tier rankings for consistency were Honda, Toyota, Ford, and MINI, all demonstrating a high degree of uniformity from one location to the next. At the other end of the spectrum, brands like Alfa Romeo, Fiat, Tesla, Lucid, and Polestar showed the greatest variability in their facility presentations.
A “Groundbreaking” Study
The results were not the only notable part of the study, as the study itself represents a significant leap forward in evaluating brand compliance and identity on a national scale. Pied Piper’s AI model analyzed over 540,000 satellite and Street-View images, covering 18,662 dealership locations across the country. For each facility, the AI assessed more than 70 distinct visual attributes, ranging from lot size and building architecture to signage visibility, landscaping quality, and the organization of vehicle inventory. This innovative approach allowed for a rapid, objective analysis of tens of thousands of locations, a task that would be logistically prohibitive using traditional in-person methods alone.
“The combination of computer vision and LLMs let us ask real-world questions of imagery,” said Eric O’Hagan, Director of AI/Machine Learning for Pied Piper. “From ‘Which signs are visible?’ to ‘How would you rate the landscaping quality or vehicle display?’”
The resulting Look-Alike Index™ provides a brand-level score that quantifies the variation in features and quality between dealership locations. A high score means the dealer network has a more uniform appearance, suggesting that a customer visiting a dealership in one state will have a visual experience very similar to one in another. A lower score signals greater variation, where dealership facilities might differ significantly in design and presentation. The industry average was set at a baseline of 50, with top-performing brands scoring near 60 and the least consistent brands scoring closer to 30.
The Importance of Consistency
For automotive brands, a consistent physical presence is a cornerstone of brand identity. It improves brand recognition, builds customer trust, and sets clear expectations. Chevrolet’s top ranking suggests a highly effective brand identity program with strict facility standards that are successfully implemented across its vast network. This consistency helps ensure that whether a customer is in a major city or a rural town, the Chevrolet brand is presented in a familiar and professional manner.
The study also provided specific, measurable examples of what sets brands apart. For instance, when evaluating OEM sign visibility, brands like Chevrolet, Ford, and Honda had their signs clearly visible from the street at more than 75 percent of their locations. In contrast, the more variable brands like Polestar, Tesla, and Lucid had signs visible at less than 45 percent of their sites. Similarly, when assessing inventory organization, traditional high-volume brands like Ford, Chevrolet, and Toyota excelled, with over 60 percent of their facilities displaying vehicles in clear, uniform rows.
Flexibility is Still an Option
Despite the focus on consistent dealership appearances, the report notes that it is not the only valid strategy. Some brands may intentionally adapt to regional markets or specific dealership ownership structures and avoid what can sometimes turn into a cookie-cutter dealership. According to Pied Piper, the value of the Look-Alike Index™ is its ability to measure the execution of a brand’s chosen strategy, whether that goal is uniformity or individuality.
“The Look-Alike Index™ allows brands to see for the first time in objective, data-driven terms how their brand identity is expressed across thousands of dealer rooftops nationwide, and how that compares to other brands,” explained Cameron O’Hagan, Pied Piper’s Vice President of Metrics & Analytics.
AI is the Future, but Not Without Humans
While this AI-driven approach provides powerful insights at a massive scale, Pied Piper acknowledges that it complements rather than replaces traditional methods.
“In-person facility evaluations remain the gold standard for understanding on-site conditions and brand compliance for exteriors and interiors,” said Lisa Berti, Pied Piper’s Director of Facility Evaluations. “The strength of this AI-based approach is its ability to quickly analyze tens of thousands of locations, providing powerful insight at scale that complements traditional in-person evaluations.”
As the automotive retail environment becomes increasingly competitive, the ability to manage and measure brand presentation is more critical than ever. Through the power of AI, automakers now have a new tool to ensure their physical footprint aligns with their brand promise, shaping customer perception from the moment they arrive on the lot.
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