Automotive websites that fall short on speed and design fundamentals suffer major drops in user satisfaction, J.D. Power’s latest study finds.
In its 2025 U.S. Manufacturer Website Evaluation Study—Summer, J.D. Power reports that 32% of mass market and 38% of premium brand vehicle websites fail to meet foundational standards for design and performance. These shortcomings lead to steep declines in satisfaction among potential car buyers.
Websites that meet core expectations — including quick loading times, consistent design, clear organization and modern aesthetics — earn an average satisfaction score of 752 on J.D. Power’s 1,000-point scale. But when these basic elements are lacking, the score plummets to 664.
“Animations and auto-playing videos can enhance the appearance of automotive websites, but it comes at the cost of slower speed perceptions,” said Jon Sundberg, senior director of digital solutions at J.D. Power. “When comparing the presence of foundational elements across other J.D. Power website evaluation studies for wealth management, retirement plan and insurance, these vehicle manufacturer websites fall short.”
The semiannual study evaluates automaker websites based on five weighted categories: visual appeal, navigation, speed, vehicle research and research tools. Satisfaction is measured among U.S. consumers actively shopping for new vehicles, offering insight into how online experiences influence purchasing decisions.
Among premium brands, Mercedes-Benz ranks highest with a score of 788. Audi and Tesla are tied for second at 758.
In the mass market segment, GMC leads with a score of 728, followed by Ram at 723 and Dodge at 721.
The results are based on feedback from 11,863 consumers who plan to purchase a new vehicle within the next 12 months. The study was conducted in May.
