Noting that an effective website is crucial for auto manufacturers, J.D. Power released its 2019 Manufacturer Website Evaluation Study Cross-Device — Summer.
Examining websites based on information/content, appearance, navigation and speed (in that order of importance), the study measures how useful automotive manufacturer websites were during buyers’ process of shopping for a new vehicle.
Placing in the top spot among mass-market brands was MINI, followed by Ram and GMC. Tied for the top spot among luxury brands were Acura and Alfa Romeo.
J.D. Power has performed the semi-annual study since 1999. This year’s study, performed in May, is based on responses from 13,792 new-vehicle shoppers indicating that within the next 24 months, they will be in the market for a new vehicle.
For this year’s study, overall satisfaction for the luxury segment averages 828 on a 1,000-point scale. The mass market segment averages 822.
J.D. Power said that during the vehicle selection process for new-vehicle shoppers, a manufacturer’s website is “a major portal of information,” assisting shoppers in narrowing “their consideration set,” and helping 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],” the company said. “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.”
J.D. Power said the study helps “direct improvements to manufacturers’ websites that ultimately drive traffic to dealerships and increase the likelihood of sales.”
Following are the results of the study:
Mass market manufacturer website ranking
(based on a 1,000-point scale)
— MINI: 838
— Ram: 833
— GMC: 831
— Chevrolet: 830
— Dodge: 829
— Jeep: 828
— Fiat: 825
— Buick: 824
— Hyundai: 823
— Subaru: 822
— Volkswagen: 821
— Chrysler: 820
— Ford: 818
— Nissan: 818
— Kia: 817
— Mitsubishi: 817
— Honda: 812
— Toyota: 811
— Mazda: 809
Luxury manufacturer website ranking
— Acura: 839
— Alfa Romeo: 839
— Porsche: 837
— Land Rover: 836
— Cadillac: 834
— Lincoln: 833
— Lexus: 832
— Mercedes-Benz; 831
— Audi: 829
— Volvo: 824
— Genesis: 823
— Infiniti: 821
— BMW: 819
— Jaguar: 819
— Tesla: 811