#USA #Indianapolis #Overfuel #RV Dealers #Google Vitals

Ongoing Struggles of RV Dealers with Web Performance

In a concerning revelation, Overfuel, a provider of website solutions for the automotive, powersports, and RV dealer sectors, has released its second annual study, showcasing a disheartening trend among RV dealers in North America. The 2026 report evaluated a total of 2,622 dealer-focused websites across the United States and Canada, focusing exclusively on those that actively display RV and related inventories. The startling finding is that nearly 78.7% of these websites have failed to meet the performance standards established by Google's Core Web Vitals.

This represents not just a technical failure but a significant opportunity lost for dealerships to elevate their online shopping experience. Overfuel's previous study indicated a failure rate that has now increased by 1.2%, further highlighting the issues persistent within the sector. The evaluation specifically indicates that many of these sites were not capable of generating enough real-world traffic to accurately assess performance, a fact that reveals the intense competition among RV dealers to attract online shoppers.

Key Findings from the 2026 Study

The report underscores some critical insights regarding the state of RV dealerships’ online presence:

• - 78.7% of evaluated websites failed on mobile, desktop, or both platforms.
• - A significant 67.8% did not meet performance criteria on both mobile and desktop devices.
• - Only 32.2% managed to pass the benchmarks set forth for both.

According to Alex Griffis, President of Overfuel, these figures suggest a clear and urgent need for dealerships to improve their websites to create a better consumer experience. With the digital shopping environment becoming increasingly critical to customer satisfaction and engagement, RV dealers must either modernize their web platforms or risk being left behind.

The Importance of Core Web Vitals

Google introduced the Core Web Vitals in 2020, which measure essential aspects of website performance, including loading speed, stability during loading, and interactivity. Failing to meet these benchmarks not only frustrates consumers but also jeopardizes the visibility of these websites across Google’s platforms, including search results and Google Maps. Notably, websites that successfully meet these performance standards can experience a rise in organic traffic by as much as 20%, whereas those that do not may suffer substantial declines in visitor numbers.

Recent studies further underline the stakes at play. The Shift Digital’s 2025 Digital Automotive Shopping Pulse Report revealed that dealers not meeting Google’s standards are squandering $30 of every $100 spent on advertising—effectively wasting nearly one-third of their marketing budget. For RV dealers, this is not merely an issue of technical compliance; it directly influences their bottom line, making the need for effective digital solutions more pronounced than ever.

A Call to Action for Dealers

The message from industry leaders, including Phil Ingrassia, President of the National RV Dealers Association (RVDA), is clear: in an era where digital marketing holds greater importance in reaching potential RV customers, dealers must prioritize the performance of their websites. As Griffis remarked, improving website performance is no longer hypothetical; it's a tangible outcome already being achieved by those who have chosen to upgrade their digital storefronts. Retailers who invest in better-performing web solutions are not only witnessing increased traffic but also gaining more qualified leads and enhanced customer experiences.

While the path forward may seem daunting, the technology and tools available to enhance web performance are within reach for dealers willing to adapt. As the report concludes, the opportunity for RV dealerships to capture more market share through improved online platforms is immense, and those who act quickly will undoubtedly reap the benefits in today’s competitive market.

For additional insights, view the full Overfuel report titled RV Dealers Are Still Failing Google Core Web Vitals for Second Consecutive Year (2026 Report) to explore the vital information regarding methodology, findings, and recommendations for overcoming these significant barriers.