GM Dealers Get Lead-Ranking System

General Motors Corp. will begin using a lead-ranking system from retail consultant Urban Science.

The new-generation system will score GM's online customer leads by propensity to buy, providing GM dealers with a prioritized list of vehicle buyers vs. tire-kickers.

“We get thousands of internet leads every month. Without a way to identify the serious buyers, our dealers have no choice but to treat each lead the same, and to spend the same effort on each lead,” says Lisa Grutta, GM's manager of retail Internet strategy.

General Motors becomes the second auto maker, after Audi of America Inc., to use Urban Science's lead scorer.