Toronto, Ontario – Lexus ranked highest among consumers for its Web site, followed by Mazda and Toyota, in a new study by J.D. Power and Associates that found that satisfied Web customers are more likely to test-drive a vehicle from that manufacturer.
“Sixty per cent of shoppers in the market for a new vehicle in the next year have already visited a manufacturer’s Web site, and twice as many shoppers visit a manufacturer’s site compared with a third-party site,” said Ryan Robinson, Canadian automotive practice leader at J.D. Power and Associates. “As a result, it’s crucial for manufacturers to provide shoppers with an effective and satisfying Web site, particularly when it is likely to result in increased showroom traffic.”
The study also found that shoppers are becoming more interested in advanced functionality on sites, such as the ability to schedule a sales appointment or complete a credit application, although many manufacturer Web sites do not yet offer such features.
Based on such factors as information and content, speed of page loading, ease of navigation and site appearance, Lexus scored 843 out of 1,000 points, followed by Mazda at 825 and Toyota at 822.