CARRUSLiNK
    Benchmark

    Car dealer benchmarks

    What is typical, what is strong, and where the gap usually sits. Industry estimates, stated as such.

    Last updated: 2026-07-27

    Data basis

    The figures on this page are industry estimates. They draw on publicly available industry sources, vendor reports and the patterns we see in conversations with Nordic dealers. They are not aggregated production data from CARRUSLiNK and should be read as orders of magnitude, not measurements. Ranges are deliberately wide because the spread between dealers is large. When we can publish verified, aggregated platform data, we will replace the estimates and re-date the page.

    Leads and response time

    Response time is the variable the dealer controls and the one that moves conversion the most. The buyer typically writes to several dealers the same evening.

    MetricTypicalStrongBasisWhat moves it
    Response time on a portal lead3-24 hoursUnder 15 minutesIndustry estimate, based on conversations with Nordic dealersAutomatic acknowledgement and assignment on arrival
    Lead-to-sale conversion5-10%12-20%Industry estimate across portal and web leadsFixed follow-up cadence on day 1, 3 and 7
    Leads with no recorded follow-up20-40%Under 5%Industry estimate, pattern among dealers without a shared lead systemOwner, deadline and next action on every lead
    Leads per car sold6-104-6Rule of thumb in used-car retailFewer lost leads means fewer leads needed

    Sales process and administration

    Admin time per deal is rarely measured, but it competes directly with customer time.

    MetricTypicalStrongBasisWhat moves it
    Admin time per deal45-90 minutes15-30 minutesIndustry estimate for manual contract, vehicle data and filingVehicle data pulled from the registry, contract generated and signed digitally
    Time from contract sent to signature1-5 daysSame dayIndustry estimate, print/scan versus digital signingDigital signing with MitID and visible status on unsigned documents
    Test drives with recorded follow-up30-60%Over 90%Industry estimate for dealers without a structured test-drive flowAutomatic follow-up triggered when the drive is closed
    Days from purchase to listing (reconditioning)7-14 days3-5 daysIndustry estimate for used-car reconditioning including photosAI-prepared images and ad copy remove the wait for photography

    Aftersales and renewal

    Aftersales is where the margin sits, and where the spread between dealers is widest.

    MetricTypicalStrongBasisWhat moves it
    Service agreement attach rate5-15%40-50%Industry estimate: follow-up phone call versus a default line on the contractThe service agreement sits on the contract as a default add-on
    Service agreement renewal50-70%Over 85%Industry estimate for subscription products without an automatic renewal flowAutomatic renewal reminder before expiry
    Renewal rate at contract expiry20-35%45-60%Industry estimate for leasing and finance contractsRenewal flow triggered 90, 60 and 30 days before expiry
    Share of sales from existing customers10-20%25-35%Industry estimate for reactivation, renewal and referral combinedCustomer history and contract dates in one place

    Frequently asked questions

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