Data analytics and consumer intelligence company J.D. Power recently announced the findings of its latest 2021 U.S. Manufacturer Website Evaluation Study, in which Cadillac ranked third among luxury manufacturers in terms of overall customer satisfaction.
“The digital retail space continuously evolves but the pandemic forced many manufacturers to speed up the process,” said senior manager of digital solutions at J.D. Power, Jon Sundberg. “Websites are moving beyond the traditional research tools such as images and videos into a new world of allowing customers to go through the full purchase process online.”
With increasingly greater emphasis on the online customer experience, J.D. Power’s U.S. Manufacturer Website Evaluation Study provides a good benchmark for automakers to gauge web-based efforts to reach customers.
The study evaluates the “usefulness” of an automaker’s website based on four criteria, listed in order of importance as “information/content; navigation; appearance; and speed.” This year’s study was based on responses from 11,209 new vehicle shoppers who indicated an interest in buying a new vehicle in the next two years. The study was fielded between October and November of 2020.
The responses were than used to calculate scores for each manufacturer on a 1,000-point scale.
Cadillac ranked third among Luxury Manufacturer Websites with a score of 844 points. Land Rover was first with 846 points, while Lexus was second with 845 points. BMW and Jaguar came in fourth and fifth, respectively, with 843 points and 841 points.
The segment average was set at 832 points, with 15 manufacturers evaluated.
“Continuous updating beyond the basic research capabilities to accommodating interconnected systems which allow shoppers to purchase vehicles fully online will prove to be beneficial to shoppers and manufacturers alike,” Sundberg said.
Cadillac has rolled out a number of digital shopping tools to engage customers in the last few years. For example, the luxury marque now offers Cadillac Live, which provides users the ability to explore the latest Cadillac vehicles as guided by a product expert over a livestream service on the Internet.
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