New Study from Overfuel Exposes RV Industry’s Online Performance Gap

INDIANAPOLIS--(BUSINESS WIRE)--Overfuel, a leading provider of performance-driven website solutions for automotive, recreational vehicle (RV), marine, and powersports dealers, has unveiled a groundbreaking study analyzing the digital readiness of North America’s top RV sales and services businesses. The report highlights alarming shortcomings in website performance, with 77.5% of sites possessing enough shopper visits to qualify for Google’s assessment failing to meet essential standards for user experience. Additionally, 1,551 (64.7%) of the 2,397 websites analyzed did not have enough consumer engagement to produce a Google assessment.

As RV consumers increasingly rely on online research to guide their purchase decisions, the ability of RV dealers and service providers to offer a seamless digital experience is more critical than ever. Overfuel's analysis of the top 50 RV dealerships in 2024—as ranked by RVBusiness—and an additional 2,347 RV sales and service provider websites produced a stark snapshot of the industry's digital challenges.

Core Web Vitals: A Measure of Digital Health

Introduced by Google in 2020, Core Web Vitals are key metrics for evaluating website performance, including load speed, interactivity, and visual stability. These elements are vital for ensuring a positive user experience and provide a direct correlation to increased visitor conversion rates. Overfuel employed real-world data from Google CrUX to assess 2,397 active RV dealer and service provider websites, measuring their compliance with these standards.

Key Findings from Overfuel's Study:

• 64.7% (1,551 websites) failed to generate enough consumer visits to report for both mobile and desktop experiences.

Of the 846 websites (35.3%) with enough consumer visits to qualify:

• 77.5% (656 websites) failed mobile, desktop or both performance tests.
• 22.5% (190 websites) passed both mobile and desktop, or passed one of the two options while failing to have enough data to provide an assessment for the other.

“These results are disappointing for an industry built on the promise of exploration and adventure,” said Alex Griffis, President and Chief Technology Officer of Overfuel. “The inability of RV dealer websites to meet fundamental digital standards not only erodes consumer trust but also undermines sales potential and brand reputation. However, this gap represents a significant opportunity for dealers to differentiate themselves and capture untapped revenue through improved online performance.”

The High Stakes of Digital Engagement

Digital touchpoints now dominate the RV-buying journey, with potential customers researching extensively online before stepping into a dealership. A slow, unresponsive, or complicated website experience risks driving consumers toward competitors with more user-friendly platforms. The data underscores the urgent need for RV dealerships to address technical inefficiencies and embrace strategic improvements to stay competitive.

“A recent study by Go RVing found dealer and manufacturer websites are top sources for consumer research,” said RVDA President Phil Ingrassia. “With increasing numbers of pandemic-era buyers ready to repurchase, high-performing dealer websites are important to unlocking future industry growth.”

Download the Full Report

For an in-depth look at the methodology, detailed findings, and actionable insights, download the Overfuel Report: RV Industry Fails to Meet Google’s Basic Website Performance Standards. Visit www.overfuel.com for more information.

About Overfuel

Overfuel is a trailblazing provider of website solutions for RV, automotive, marine, and powersports dealers. By transforming dealer websites into lead-generating digital storefronts, Overfuel enhances SEO, drives organic traffic, and boosts site conversions. With a focus on delivering exceptional consumer experiences, Overfuel helps dealerships achieve sustained growth and digital leadership. Learn more at www.overfuel.com.