Case Study: O'Neill Honda achieves faster deal-making, 97% CSI and a 60% lead close rate with Dealertrack Digital Retailing (MakeMyDeal)

O’Neill Honda looked to Digital Retailing for greater customer engagement

O’Neill Honda, a family-owned dealership in Johnson County, Kansas that sells over 2,200 vehicles a year, wanted to modernize its sales process and deliver a 21st‑century, more engaging car‑buying experience. To do that it partnered with Dealertrack and implemented Digital Retailing powered by MakeMyDeal to meet shoppers where they research and negotiate — online — while preserving the dealership’s high-touch service.

Dealertrack’s Digital Retailing solution added self‑penciling, one‑on‑one digital conversations with a Deal Manager, and VIP handling so customers could finalize deals online and finish with a quick test drive and paperwork. The process cut in‑store time by 50%, produced a 97% CSI for platform sales, and lifted the lead close rate to 60% (vs. the store average of 43%), while improving online reviews and overall customer satisfaction.

O’Neill Honda

Sean Weiss

General Sales Manager