Automakers’ websites generally aren’t hitting the high bar many consumers expect today, a semiannual study shows.
The J.D. Power poll of more than 11,000 new-vehicle shoppers found that exactly half consider automakers’ websites “more” organized and modern than other websites they visited. Luxury new-vehicle shoppers didn’t grade them much better: 52% on the aspirational scale.
“Visual appeal is one of the most important aspects for website visitors,” said J.D. Power Analyst of Digital Solutions Kristen Coffin in a press release on the findings.
“The auto industry is falling short on modernization and organization of their websites. Consumer expectations are high and having an updated, organized and aesthetically pleasing site is one of the most important things manufacturers can do to drive site satisfaction.”
J.D. Power introduced the survey in 1999 after internet usage started taking off among the masses in the mid-90s. It examines websites on their look; navigation ease and speed; vehicle research; and research tools. It expanded the research this year to include pricing tools, which it said consumers are now using heavily.
At the mass-market level, Ford’s website ranked highest among shoppers with a score of 719, followed by Nissan at 714 and Chevrolet at 710. Premium shoppers gave Tesla’s site the highest score: 752, then Land Rover at 739, and Mercedes at 738.
Shoppers responded to the survey in October and November and were in the market to buy a new vehicle in the next 12 months.
DIG DEEPER: Marketing to Spanish Speakers
