Automotive manufacturers are falling short of consumer expectations for website modernization and organization, according to the redesigned J.D. Power 2025 U.S. Manufacturer Website Evaluation Study — Winter. The study revealed just 50% of mass market new-vehicle shoppers and 52% of premium new-vehicle shoppers feel manufacturer websites are more organized and modern than others they visited, showing a need for improvements.
"Visual appeal is one of the most important aspects for website visitors," said Kristen Coffin, analyst of digital solutions at J.D. Power. "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."
The study, redesigned for 2025, now measures new elements of the vehicle shopping experience, such as the use of build and price tools. Customer satisfaction is evaluated across five key metrics, listed in order of importance: visual appeal, navigation, speed, vehicle research and research tools.
Study Findings
Tesla ranks highest among premium manufacturer websites, scoring 752, followed by Land Rover (739) and Mercedes-Benz (738). In the mass market category, Ford takes the top spot with a score of 719, with Nissan (714) and Chevrolet (710) completing the top three.
While Tesla and Ford are leading the way in their respective segments, the findings highlight the broader challenge automakers face in meeting evolving consumer expectations for digital engagement. As websites remain critical touchpoints in the car-buying process, manufacturers may need to prioritize modernization and usability to retain consumer interest and satisfaction.
The semiannual study draws from responses from 11,406 new-vehicle shoppers who indicated they plan to purchase a new vehicle within the next 12 months. The study was conducted in October and November 2024.
