Car shoppers’ opinions on automaker websites can differ significantly from those of auto journalists who spend a lot of time on these platforms. To gain insights into users’ website experiences, J.D. Power conducted a 2024 U.S. Manufacturer Evaluation Study, which focused on four factors: information/content, visual appeal, navigation, and speed. The study revealed that Mercedes-Benz emerged as the top premium brand, receiving a score of 757 out of 1,000, followed closely by Lexus with a score of 756. BMW and Infiniti tied for third place at 751.
In the mass-market segment, Chevrolet claimed the highest score of 758, closely followed by GMC with 744. Jeep secured the third spot with a score of 743. On the other end of the spectrum, Acura, Jaguar, and Maserati were ranked at the bottom among premium brands, with scores of 724, 720, and 708, respectively. The luxury segment average was found to be 739. Among mass-market brands, Ford, Mini, and Mitsubishi scored the lowest with 701, 700, and 685 points.
While it is important to consider potential car buyers’ opinions about websites, it is difficult to determine whether their personal feelings about a brand influenced their scoring decisions. It is crucial to note that this study focused solely on automaker websites and not on dealerships. Although franchise dealers have specific website providers and dealer management systems companies to work with, automakers ultimately control their web presence and the user experience. This means that while a particular dealer’s site may be challenging to navigate, it is generally unrelated to the brand it represents.
The J.D. Power study surveyed 10,471 individuals planning to purchase a new vehicle within the next two years. Fielded in May of 2024, it is worth noting that automakers frequently make changes to their websites, potentially altering the scoring landscape in the coming year. Therefore, these rankings may evolve significantly in the future.
In conclusion, the J.D. Power 2024 U.S. Manufacturer Evaluation Study provides valuable insights into car shoppers’ opinions on automaker websites. Mercedes-Benz and Chevrolet emerge as the top brands in the premium and mass-market segments, respectively. However, it is important to recognize that personal biases and brand perceptions may impact users’ evaluations. While dealer websites may differ from automaker sites, it is the latter that ultimately shapes the user experience. As automakers continuously update their websites, future scores and rankings may vary.
