OEM websites need an update

A recent report from J.D. Power found that automotive manufacturer websites need updating to increase consumer satisfaction. 

The company said only 50 per cent of mass market new vehicle shoppers and 52 per cent of premium new vehicle shoppers indicated that the OEM’s website was more organized and modern than other sites they visited, based on J.D. Power’s 2025 U.S. Manufacturer Website Evaluation Study — Winter. Kristen Coffin, Analyst of Digital Solutions at J.D. Power, said visual appeal is one of the most important aspects for website visitors.

“The auto industry is falling short on modernization and organization of their websites. Consumer expectations are high and having an updated, organized and aesthetically pleasing site is one of the most important things manufacturers can do to drive site satisfaction,” she said in a statement.

J.D. Power’s semiannual study measures customer satisfaction with OEM websites while shopping for a new vehicle by looking at key measures: visual appeal, navigation, speed, vehicle research, and research tools. It was redesigned for 2025 to also measure new aspects of the vehicle shopping experience, such as build and price tools.

Tesla ranked highest among premium manufacturer websites, scoring 752 points. Land Rover ranked second with a score of 739 and Mercedes-Benz third with a score of 738. Ford ranked highest among mass market manufacturer websites with a score of 719, followed by Nissan (714) and Chevrolet (710). 

The study was fielded in October-November 2024 and is based on responses from 11,406 new vehicle shoppers who plan to search for a new vehicle within the next 12 months.

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