Cadillac ranked right on par with the industry average in the annual J.D. Power Summer 2024 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 10,471 new vehicle shoppers who indicate that they will be actively searching for a new vehicle within the next 24 months. The study was performed during May 2024, and each auto brand was given a score on a 100-point scale.
The study revealed that the average score in the premium segment was 739. Cadillac earned 741 points, ranking the luxury marque eighth out of 15 automakers in the premium segment, right above average. Cadillac’s score was higher than that of Audi (735), Lincoln (732), Porsche (727), and Acura (724). However, Caddy slotted in below the segment-leading Mercedes-Benz (757), Lexus (756), Infiniti (721), Tesla (750), and Volvo (742).
Overall, customer satisfaction with automaker websites was the highest it had been in nearly three years, thanks to an increase of inventory and incentives across the board.
“There were numerous macroeconomic factors, such as lack of chips and inventory, negatively influencing the auto industry during the pandemic,” said Chelsea Duckhart, analyst of digital solutions at J.D. Power. “Now, the auto industry is as close to normal as it has ever been and because of that, we are seeing an increase in inventory, incentives and rebates. Additionally, manufacturers are being more transparent by showing vehicles being built and delivered as well as an increase in price transparency, all things that significantly affect website satisfaction.”
For comparison, Cadillac was ranked below average in the 2023 rendition of the Summer study, earning 721 points. The study is performed twice annually, and the luxury marque skyrocketed to third with 737 points in the Winter 2024 results.
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