J.D. Power: Automakers Draw Shoppers Online

By Staff Writer January 08, 2021

The J.D. Power 2021 U.S. Manufacturer Website Evaluation Study showed 35 percent of car shoppers are delaying a new-vehicle purchase due to the pandemic, which is a decrease of five percentage points from the summer of 2020. Additionally, 45 percent of car shoppers are willing to purchase online and as confidence in online car purchasing increases, manufacturer websites must continue to become more sophisticated to meet shoppers’ expectations.

The J.D. Power U.S. Manufacturer Website Evaluation Study—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; navigation; appearance; and speed.

JD Power's Jon Sundberg 

This year’s study finds that overall satisfaction averages 832 (on a 1,000-point scale) for the luxury segment, while the mass market segment averages 827.

Land Rover ranks highest in the luxury manufacturer website segment with a score of 846. Lexus (845) ranks second and Cadillac (844) ranks third.

Jeep ranks highest in the mass market manufacturer website segment with a score of 850. Dodge (839) and Toyota (839) each rank second in a tie.

“The digital retail space continuously evolves but the pandemic forced many manufacturers to speed up the process,” said Jon Sundberg, senior manager of digital solutions at J.D. Power.

The U.S. Manufacturer Website Evaluation Study, initially released in 1999, is based on responses from 11,209 new vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months. The study was fielded from October to November 2020.

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Last modified on Monday, 11 January 2021 19:01