Kia.com Drives the Most Traffic to Showrooms
December 17, 2002
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IRVINE, Calif. (Dec. 17, 2002) -- Kia Motors' Web site received high marks from consumers, according to the J.D. Power and Associates.
The 2002 Manufacturer Web Site Evaluation Study measures the success Web sites have in actually driving incremental consumer traffic to dealerships to test-drive vehicles. The Kia.com site was found to increase a shopper's likelihood to test-drive a vehicle by 40 percent, highest in the industry. Kia ranked second overall among manufacturer Web sites in terms of consumer evaluation of the site's usefulness.
"We are extremely pleased that our Web site is functioning at such a high rate of return and is helping to draw people to the dealerships to test drive vehicles," said Peter M. Butterfield, Kia's executive vice president and chief operating officer.
Results at the industry level show that overall site usefulness is up 11-points over the first Web site study published in May. The second study of the 2002 Manufacturer Web Site Evaluation Study surveyed more than 5,500 Internet users who intend to purchase a new vehicle within 24 months. The study evaluates overall site functionality and the importance of site features to online shoppers.
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