RV Dealers Are Still Failing Google Core Web Vitals for Second Consecutive Year (2026 Report)
Douglas Karr January 21, 2026
Overfuel, the AI-powered website and digital performance platform for automotive, powersports, and RV dealerships, today released findings from its second annual RV website performance study, revealing widespread underperformance against Google Core Web Vitals benchmarks.
Nearly 67.8% of North America’s RV dealership websites fail to meet Google’s real-world performance standards — marking the second straight year the majority of the industry falls short of modern digital expectations. Failure rates have declined (down another 1.5% from 2025), and most RV retailers are still losing customers and visibility due to poor website performance.
Core Web Vitals Failure Persists Across North American RV Dealers
The 2026 Overfuel Core Web Vitals Study evaluated 2,622 RV dealership websites across the United States and Canada between December 19, 2025, and January 8, 2026.
Using data from Google’s Chrome User Experience (CrUX) API and PageSpeed Insights, Overfuel analyzed only retail-facing RV, camper, and custom vehicle dealer websites, excluding collision centers, service-only facilities, and dealers focused primarily on automotive or powersports inventory.
Key Findings
- 78.7% of websites failed on mobile, desktop, or both
- 67.8% failed on both mobile and desktop
- Only 32.1% passed Core Web Vitals on both platforms
- 77.6% of RV dealer websites lacked enough traffic to produce a Core Web Vitals score
That last number is telling: more than three-quarters of RV dealer websites lack sufficient traffic to generate Google’s real-world performance data, signaling not just technical underperformance but also weak shopper engagement.
Two years of data now point to the same conclusion: dealerships have a substantial opportunity to elevate the online shopping experience. As shoppers increasingly rely on digital research, fast and reliable websites are proving to drive deeper engagement, better customer satisfaction, and higher sales. The tools are available today, and dealers who move quickly are already outpacing the market.
Alex Griffis, President of Overfuel
What Core Web Vitals Actually Measure
Google’s Core Web Vitals are not abstract metrics — they are real-world measurements taken from actual Chrome users visiting a website.
The framework evaluates three key dimensions of user experience:
- Largest Contentful Paint (LCP) — how fast primary content loads
- Interaction to Next Paint (INP) — how quickly a site responds to user input
- Cumulative Layout Shift (CLS) — how stable a page layout is as it loads
Together, these metrics determine whether a website feels fast, stable, and responsive — or clunky, jittery, and frustrating.
Websites that fail Core Web Vitals introduce friction at every step of the shopper journey. Images load slowly, buttons lag, and layouts shift unexpectedly. For consumers researching high-value RV purchases, that friction often means an abandoned visit.
Worse, Google’s ecosystem — from Search and Maps to AI Overviews — now favors pages that meet these performance thresholds. Sites that pass Core Web Vitals typically earn higher organic rankings and greater prominence across Google properties.
Overfuel’s data suggests that websites passing Core Web Vitals see up to 20% more organic traffic, while those that fail often experience comparable losses.
The Cost of Failure: Advertising Waste and ROI Loss
Failing Core Web Vitals isn’t just a technical problem — it’s a profitability issue.
The 2025 Shift Digital Automotive Shopping Pulse Report revealed that dealerships with failing websites waste roughly 30% of their advertising spend. When paid campaigns drive traffic to slow, unstable sites, shoppers drop off before converting.
That’s $30 lost for every $100 spent — a brutal hit to marketing ROI.
For RV dealers investing heavily in Google Ads, social media, and third-party leads, this performance drag can quietly erode revenue and lead volume, even when ad strategy and creative are strong.
As digital marketing has grown in importance for reaching current and potential RV owners, dealers need to ensure that their company websites are performing at a high level.
Phil Ingrassia, President of the RV Dealers Association (RVDA)
Why RV Dealer Websites Are Still Behind
Despite years of awareness, the majority of RV dealership websites continue to fail Core Web Vitals benchmarks. The root causes are clear:
- Legacy technology — outdated website (CMS) frameworks, bloated JavaScript, and poor hosting infrastructure
- Design bloat — oversized hero videos, heavy animations, and excessive third-party widgets
- Neglected mobile optimization — mobile-first indexing remains unmet across much of the RV dealer web
These issues compound over time, slowing load speed and degrading overall user experience.
By contrast, dealers who have transitioned to modern, performance-first platforms like Overfuel are seeing measurable improvements in both Core Web Vitals compliance and real-world conversions.
The Overfuel Approach: Turning Websites Into Growth Engines
For Overfuel, Core Web Vitals are not an abstract Google metric — they are a reflection of shopper experience and a direct driver of organic growth.
Every Overfuel website is engineered for speed, scalability, and Core Web Vitals compliance, using lightweight frameworks, AI-driven optimization, and strict performance governance.
The result is a digital ecosystem where:
- Pages load instantly, even on mobile networks
- Visuals remain stable and smooth
- Search rankings improve naturally
- Advertising and SEO performance compound over time
Better performance isn’t theoretical — it’s already being delivered. Dealers who modernize their digital storefronts are seeing firsthand that fast, stable websites drive more traffic, more leads, and better customer experiences. The opportunity is massive, and the technology to capitalize on it is available right now.
Alex Griffis, President of Overfuel
The Road Ahead for RV Dealers
Overfuel’s 2026 study underscores a single, defining truth: the RV industry’s next frontier of growth is digital performance.
Dealerships that embrace modern web infrastructure, lightweight design, and AI-powered optimization will dominate not just search rankings — but market share. Those that don’t will continue to lose visibility, traffic, and profitability to faster, better-optimized competitors.
Performance is no longer optional. It’s the foundation of every high-performing dealership in the connected retail ecosystem.
About Overfuel
Overfuel redefines what a dealership website should be. More than a digital storefront, it’s the AI-powered growth engine that drives visibility, trust, and profitability in the modern retail landscape.
Built for performance and optimized for the evolving search and AI ecosystems, Overfuel delivers unmatched reach across Google Search (Paid and Organic), Business Profiles, Map Pack, AI Overviews, and more.
Dealerships that switch to Overfuel consistently report massive gains in traffic, lead conversion, and ROI—while leaving behind outdated technology that limits growth.
