Cadillac ranked below average in the annual J.D. Power Summer 2023 U.S. Website Evaluation, which takes into account how satisfied shoppers are with a particular automaker’s online experience.
When compiling results for the study, J.D. Power surveys participants in four areas, including information and content; visual appeal; navigation; and speed. Responses for this summer’s study were collected from 10,202 new vehicle shoppers who indicate that they will be actively searching for a new vehicle within the next 24 months. The study was performed between April and May 2023, rating each auto brand on a 1,000-point scale.
The study returned that the average score in the premium segment was 724. Cadillac earned a score of 721, ranking the luxury marque 12th out of 16 automakers in the premium segment, near the bottom of the list. That was better than Tesla, which earned a score of 720; Genesis with a score of 699; Audi with 689 points; and Volvo with 689. However, the luxury marque was ranked just below Maserati’s score of 722, and was also beat by crosstown rival Lincoln, which earned a score of 723.
At the top of the board, Alfa Romeo outranked the competition with a score of 755, followed by BMW’s score of 749, and Infiniti with 745 points, rounding out the top three. Industrywide, the study found that satisfaction with manufacturer’s websites has been on the rise since 2022. The premium segment’s average of 724 points represented a two-point improvement over the study’s results last year.
“Website satisfaction can be volatile and automotive websites are not immune to changing preferences,” said Jon Sundberg, director of digital solutions at J.D. Power. “However, manufacturers have shown to be very agile when it comes to website design and ensuring their sites meet modern standards, more so than many other industries, as exemplified through the study data.”