Manufacturers Look to Evolve Auto Shopping Experience with Enhanced Digital Features
In the J.D. Power 2020 Manufacturer Website Evaluation StudySM—Winter, Land Rover and Mitubishi ranked highest in respective segments.
In the J.D. Power 2020 Manufacturer Website Evaluation StudySM—Winter, Land Rover and Mitubishi ranked highest in respective segments.
Photo by Dariusz Sankowski via Pixabay
TROY, Mich. — The J.D. Power 2020 Manufacturer Website Evaluation StudySM—Winter is a semiannual study that measures the usefulness of automotive manufacturer websites during the process of shopping for a new vehicle by examining four key measures (in order of importance): information/content; appearance; navigation; and speed.
“This year’s study was redesigned to underscore several recent trends seen in automotive vehicle manufacturer websites.”
“This year’s study was redesigned to underscore several recent trends seen in automotive vehicle manufacturer websites,” said Jon Sundberg, senior manager of digital solutions at J.D. Power. “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. We’ve even added self-guided videos and transcripts of shoppers using OEM websites to give further context to the shopping experience.”
This year’s study finds that overall satisfaction averages 834 (on a 1,000-point scale) for the luxury segment, while the mass market segment averages 826. Land Rover (864) ranked highest in the luxury manufacturer brand segment and Mitsubishi (848) is the highest-ranked mass market brand.
The Manufacturer Website Evaluation Study, initially released in 1999, is based on responses from 10,031 new vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months. The study was fielded in November 2019.
For more information about the Manufacturer Website Evaluation Study, click here.
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Originally posted on Auto Dealer Today
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