In measuring the usefulness of automotive manufacturer websites during the process of shopping for a new vehicle, Mitsubishi is the highest-ranked mass-market brand.

That is according to the J.D. Power 2020 Manufacturer Website Evaluation Study — Winter, which examines four measures, in order of importance: information/content, appearance, navigation and speed.

In the luxury manufacturer brand segment, Land Rover ranked highest in the semi-annual study, which took place in November.

The Manufacturer Website Evaluation Study was initially released in 1999.

The study is based on responses from 10,031 new-vehicle shoppers who say they will be in the market for a new vehicle within the next 24 months.

“For automotive manufacturers, an effective website is critical,” J.D. Power writes.

The company adds that a manufacturer website serves as an important portal of information for new-vehicle shoppers during the selection process. It also helps them narrow their “consideration set,” according to the company, and helps them identify important vehicle features and benefits.

“Well-designed aspects of website appearance, navigation and speed enhance shoppers’ ability to locate specific content, helping to drive traffic to showrooms,” J.D. Power writes.

The company continues, “Each of these aspects will continue to be an important part of the overall design strategy as vehicle manufacturers execute site designs across multiple device types, including tablets and smartphones.”

“This year’s study was redesigned to underscore several recent trends seen in automotive vehicle manufacturer websites,” J.D. Power senior manager of digital solutions Jon Sundberg said in a news release.

Sundberg added, “We’ve taken note of the digital advancements OEM websites are implementing to evolve the automotive shopping experience. Items like personalization, customization and digital retailing are being implemented or are on the digital road map for many OEM sites, and we wanted to ensure the customer has a voice in these areas."

He continued, “We’ve even added self-guided videos and transcripts of shoppers using OEM websites to give further context to the shopping experience.”

J.D. Power 2020 manufacturer website evaluation study, winter

Mass market manufacturer website ranking
(Based on a 1,000-point scale)

Mitsubishi: 848
RAM: 839
Buick: 836
Chrysler: 833
Honda: 832
Dodge: 831
Fiat: 831
GMC: 831
Chevrolet: 827
Hyundai: 826
Subaru: 826
Mass market average: 826
Kia: 825
Volkswagen: 823
Jeep: 821
Toyota: 819
Ford: 818
Mazda: 818
Nissan: 804
MINI: 801

Luxury manufacturer website ranking
(Based on a 1,000-point scale)

Land Rover: 864
Lincoln: 855
Audi: 849
Cadillac: 844
Lexus: 842
Porsche: 837
Genesis: 836
Infiniti: 835
Jaguar: 835
Luxury average: 834
BMW: 831
Acura: 823
Alfa Romeo: 820
Mercedes-Benz: 817
Volvo: 809
Tesla: 806