OEMs’ Sites Get Higher Marks

Automotive consumers’ experience on carmaker websites is at a post-pandemic high.

A newly released J.D. Power study on its 25^th anniversary shows marked increases in shoppers’ satisfaction with the sites. The mass-market consumer index for pricing research purposes reads 690, up from 673 three years ago, and reads 687 for vehicle searches, up from 671. The premium metrics had similar increases.

Those are the best showings in three and a half years, J.D. Power said.

“There were numerous macroeconomic factors, such as lack of chips and inventory, negatively influencing the auto industry during the pandemic,” said Analyst of Digital Solutions Chelsea Duckhart.

“Now, the auto industry is as close to normal as it has ever been and because of that, we are seeing an increase in inventory, incentives and rebates. Additionally, manufacturers are being more transparent by showing vehicles being built and delivered as well as an increase in price transparency, all things that significantly affect website satisfaction

Chevrolet’s web presence bested mass-market competitors with a score of 758, while Mercedes topped the premium rankings with a score of 757.

The survey was conducted in May and drew nearly 10,500 responses from consumers who say they'll be in the market for a new vehicle within 24 months.

DIG DEEPER: How to Sell in a Digitally Altered Reality