Automotive manufacturers are improving their websites faster than other industries, according to a J.D. Power study last week.
The study examined over 10,000 survey responses from car shoppers who say they’ll buy or lease a new vehicle within 24 months. J.D. Power surveyed consumers in April and May.
Since last summer, mass-market brands improved their website-related customer satisfaction scores by about 1.1%, while premium brands saw their scores rise 1.8%. Ram, GMC and Jeep have the best websites among mass-market brands, while Alfa Romeo, BMW and Infiniti have the best among premium brands, the survey found.
“Website satisfaction can be volatile and automotive websites are not immune to changing preferences,” Jon Sundberg, director of digital solutions at J.D. Power, said in a statement. “However, manufacturers have shown to be very agile when it comes to website design and ensuring their sites meet modern standards, more so than many other industries, as exemplified through the study data.”
Automakers' websites are growing more important as brands like Tesla and Rivian cut out the dealership model. Nearly 60% of potential car buyers under 45 and 45% of those over 65 would consider purchasing a vehicle online, according to consulting firm McKinsey & Company.
J.D. Power publishes its U.S. Manufacturer Website Evaluation Study twice per year. It measures customer satisfaction with the shopping experience on automotive manufacturer websites, examining information and content, visual appeal, navigation and speed.
