It is no secret that the U.S. auto industry is struggling with low inventory due to chip shortages and supply chain issues. Low inventory is not only affecting dealerships but also manufacturer websites, according to the J.D. Power 2022 U.S. Manufacturer Website Evaluation Study,SM —Winter, released today. Specifically, 53% of OEM websites saw a satisfaction decline in the feature that helps shoppers find a vehicle.
“Despite things that are out of the manufacturer’s digital control, like inventory issues, there are some best practices out there that can help mitigate these digital challenges,” said Jon Sundberg, director of digital solutions at J.D. Power. “Optimizing the website speed and including things such as waitlists, order when available or even simply stating issues upfront can make a big difference in website satisfaction.”
The J.D. Power U.S. Manufacturer Website Evaluation Study 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; visual appeal; navigation; and speed.
This wave of the study finds that overall satisfaction averages 724 (on a 1,000-point scale) for the premium segment and 711 for the mass market segment.
Porsche ranks highest among premium manufacturer websites with a score of 746. Lincoln (744) ranks second and Cadillac (743) ranks third.
Subaru ranks highest in the mass market manufacturer website segment with a score of 733. Kia (729) ranks second and Dodge (728) ranks third.
The U.S. Manufacturer Website Evaluation Study—Winter, initially released in 1999, is based on responses from 11,150 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 October-November 2021.
For more information about the U.S. Manufacturer Website Evaluation Study, visit https://www.jdpower.com/business/resource/us-manufacturer-website-evaluation-study
About J.D. Power
J.D. Power is a global leader in consumer insights, advisory services, and data and analytics. A pioneer in the use of big data, artificial intelligence (AI), and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world’s leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.
J.D. Power has offices in North America, Europe, and the Asia Pacific. To learn more about the company’s business offerings, visit JDPower.com/business. The J.D. Power auto shopping tool can be found at JDPower.com.