Overfuel, a website solutions provider for RV and other dealers, said its latest study found that dealership websites need to continue improving their customer experiences.
The company’s second study evaluating RV dealership websites against Google’s Core Web Vitals performance benchmarks found performance falling from its 2025 study.
Overfuel said nearly 78.7% of RV dealership websites failed some combination of mobile and desktop performance requirements, a 1.2% failure increase from the 2025 study.
Overfuel said the 2026 study examined 2,622 dealer-focused websites based in the U.S. and Canada. Using real-world field data from the Google Chrome User Experience (CrUX) API, Overfuel analyzed retail websites actively displaying RV and custom vehicle-related inventory. Collision, service and body shops, and dealers focused on automotive or powersports, were excluded.
The study found 77.6% of the 2,622 websites did not generate enough real-world traffic to produce a performance assessment.
The study found over two-thirds of websites (67.8%) failed mobile and desktop performance requirements.
Overfuel President Alex Griffis said two years of data lead to the same conclusion: dealerships need to elevate their online shopping experiences.
“As shoppers increasingly rely on digital research, fast and reliable websites are proving to drive deeper engagement, better customer satisfaction and higher sales,” Griffis said. “The tools are available today, and dealers who move quickly are already outpacing the market.”
Google introduced Core Web Vitals in 2020 to evaluate three critical dimensions of real-world website performance: loading speed, interactivity and visual stability. Overfuel said websites that fail to meet these standards create consumer friction and risk reduced visibility across Google’s ecosystem, including searches, maps and AI-driven results.
Overfuel said its research indicates sites meeting Core Web Vitals benchmarks can see organic traffic gains of up to 20%.
RVDA President Phil Ingrassia said the study provides dealers with a key takeaway.
“As digital marketing has grown in importance for reaching current and potential RV owners,” Ingrassia said, “dealers need to ensure that their company websites are performing at a high level.”
Griffis said dealers who modernize their digital storefronts are seeing improved results.
“The opportunity is massive,” Griffis said, “and the technology to capitalize on it is available right now.”
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