AI is revolutionising lead engagement in dealerships, finds Impel

New analysis of 187,000 sales leads by automotive AI provider Impel has revealed the growing impact of artificial intelligence (AI) in transforming how dealerships handle enquiries - with instant responses and persistent follow-up now proving crucial to capturing and converting buyers.

The data, gathered over the first six months of 2025, highlights two areas where AI is making a measurable difference: rapid initial engagement and long-term lead nurturing, both of which are typically challenging for time-stretched sales teams to maintain consistently.

Nearly half of prospective customers responded within 15 minutes of receiving an AI-powered reply to their initial enquiry. Of those, 60% went on to book an appointment within that same window.

Importantly, 37% of all engagement occurred outside regular dealership hours, showing that AI’s 24/7 availability is capturing interest when human teams are offline.

"The data tells a clear story about online car buyer behaviour in 2025," said James Leese, managing director at Impel. "Buyers exhibit an unpredictable blend of urgency and sluggishness, presenting a challenge for time-stretched sales teams. But a significant proportion of prospects will act when given the opportunity, be that during or outside of traditional opening hours.

“AI is helping dealers be the first to respond, but it is also giving them a second chance with leads they would have otherwise lost. It is not just about attracting more traffic, it’s about converting more of the traffic they already have.

“By handling both the fast and the slow, AI supports sales teams around the clock and hands off qualified leads when the customer is ready to talk. Rather than starting the day with a long list of unqualified leads to work through, AI empowered dealers are starting with appointments already booked in their diaries.”

Between January and June, Impel facilitated nearly 6,000 appointments for dealerships through its AI-driven systems - helping turn digital interest into physical visits and sales conversations.

The company’s Sales AI and Chat AI platforms handles first contact and qualification to managing part-exchange, finance queries, and real-time appointment booking.

“This is not theory," said Leese. "These are live interactions in real UK dealerships, every day. We are seeing how AI can extend the reach and enhance the performance of sales teams, especially when it comes to out-of-hours contact and long-tail leads.”