Surveys for Car Dealerships

Car buyers research for months and decide in days. Post-purchase surveys capture the full journey — from the showroom floor to financing and delivery — helping you build the reputation that drives referrals.

34 question types

Free to get started

5 min to launch your first survey

Use cases for car dealerships

Sales experience rating

Rate the full buying journey — greeting, needs analysis, test drive, negotiation and paperwork.

Sales consultant performance

Track satisfaction per salesperson. Identify top performers and coaching opportunities.

Financing satisfaction

Rate the F&I process — transparency, speed, options explained and overall experience.

Delivery experience

Measure the vehicle handover — orientation quality, vehicle condition and first impression.

Referral likelihood (NPS)

Track NPS to predict which buyers will refer friends and family — your cheapest acquisition channel.

After-sales & service follow-up

Survey after first service visit — the critical moment that determines long-term loyalty.

SurveyNinja features for car dealerships

Post-purchase survey

Send the survey link 48 hours after delivery to capture the honeymoon period and first impressions.

Salesperson scorecards

Individual performance dashboards with customer ratings, NPS and verbatim comments.

CSI-aligned questions

Ask about the points your manufacturer's CSI measures and spot weak areas in your own data first.

Service follow-up sequence

Add the survey link to the message you send after every service visit and track the entire ownership lifecycle.

Review requests for every buyer

Every buyer gets the same invitation to review you on Google, Cars.com or DealerRater, whatever their score. Each response also arrives as an instant e-mail notification, so your team sees low scores right away and the issue gets fixed.

Customer-linked surveys

Add the survey link to the messages your Dealer Management System already sends. A customer or deal ID in the link ties each answer to the record, and new responses can go back through Zapier or webhooks.

How to collect car dealership customer feedback

The survey is a link: send it by e-mail, QR code or website widget, or in the SMS and messenger messages your own tools already send. It takes 1–2 minutes to answer

Post-delivery email

Branded survey 48 hours after vehicle delivery

SMS after purchase

Send the survey link by text message from your own SMS tool for quick feedback on mobile.

QR in showroom

Scan at the finance desk or delivery bay

WhatsApp follow-up

Personal message from the salesperson with survey link

Website feedback widget

Capture pre-purchase experience feedback on your dealership website

How it works

Start from a template

Take a template from the library or describe your survey to the AI generator, then adjust the questions to your business. No technical skills required.

Start free

Share with your audience

Distribute via QR code, direct link, email, or embedded widget — wherever your customers are.

Analyze and act

Track responses in real time in your dashboard and make data-driven decisions that grow your business.

Frequently Asked Questions

When should dealerships survey customers?

Send the purchase survey 48 hours after delivery, a service survey after every visit, a lost-deal survey within 24 hours of a test drive that didn't end in a sale, and a 90-day ownership survey to see whether the car lives up to expectations.

What should car dealership surveys include?

Sales experience and consultant knowledge, test drive quality, F&I transparency, delivery experience, vehicle condition, after-sales follow-up and NPS. Start from the Customer Satisfaction Survey template and add the points your manufacturer's CSI measures.

How do surveys improve dealership CSI scores (a manufacturer requirement)?

Align survey questions with the OEM's CSI criteria. Find the weak touchpoints, often F&I and delivery, and fix them one by one. A better CSI score feeds directly into manufacturer bonuses and your standing with the brand.

Can I evaluate individual salespeople and F&I managers?

Yes. Each survey tags sales consultant, F&I manager, delivery specialist and service advisor. GMs see ranked dashboards; pay plans become data-driven, top performers get more leads.

How do surveys grow service-department retention (the profit center)?

Post-service surveys reveal the communication gaps that push customers to independent shops. Fixing them keeps more owners coming back to your service department, and service is where much of a dealership's profit comes from.

Does SurveyNinja integrate with dealership DMS and CRM systems?

Yes, through webhooks, Zapier and the API. New responses can be sent to your DMS, CRM or a spreadsheet when it accepts data from Zapier or webhooks. To survey after a delivery or a service visit, add the survey link to the message your DMS or CRM already sends.

How am I alerted to angry customers and BBB risk?

Every new response arrives as an instant e-mail notification (or Telegram on Standard plan and up), so you see a low score or a comment mentioning "BBB", "lemon law" or "lawsuit" right away. You can also send responses to Slack through Zapier. A same-day call often resolves the situation before it turns into a formal complaint.

Can I start from a template?

Yes. Start from a template such as Customer Satisfaction Survey, NPS Survey or Quote Request Form and change the questions for post-purchase and lost-deal surveys, service CSAT, F&I experience, a 90-day ownership check-in, BDC follow-up and salesperson recruiting.

How do surveys generate Google, Cars.com and DealerRater reviews?

About 48 hours after delivery, every buyer gets the same review invitation and picks the platform they prefer, whatever score they gave. Each response also arrives as an instant e-mail notification, so your team sees low scores right away and the issue gets fixed. More reviews make you easier to find and choose when shoppers research dealers online.

How do surveys help car dealerships with manufacturer relations and brand standing?

CSI-aligned data and verified customer feedback support OEM rep conversations on allocation, bonus money and dealer-of-the-year nominations. Top dealers use survey data as evidence in every quarterly review.

Start free — scale as your feedback program grows

Choose the plan that matches your response volume and reporting needs. Full pricing

Free

$0/mo No time limit and no credit card required

Free — forever

Up to 50 surveys
100 responses/mo
30 questions per survey
Logic, export, API and MCP

Start free

Basic

$15/mo per month, billed annually

For small teams and regular feedback collection

100 surveys per account
1,000 responses per month
50 questions per survey
1 GB storage, files up to 100 MB
Image, video & audio in questions
Custom themes and your logo
Matrix, file upload and research question types
Response filters

Choose plan

Standard

$37/mo per month, billed annually

For marketing, HR and product research

500 surveys per account
5,000 responses per month
100 questions per survey
3 GB storage, files up to 300 MB
Response limit and deadline
Survey and question timers
No SurveyNinja branding
Incomplete responses

Choose plan

14 days free

Premium

$69/mo per month, billed annually

For large teams and advanced automation

∞ surveys per account
20,000 responses per month
∞ questions per survey
6 GB storage, files up to 500 MB
Custom roles for the team
Custom domain
AI report on responses
Promo codes

Start trial

Enterprise

On request

Custom plan for large companies

Unlimited resources
Up to 1,000,000 responses/month
Flexible task-based limits
Priority support
Number of seats
Monthly response limits
Disk space
Personal manager