With 40% of Auto Shoppers Delaying Purchase During Height of Pandemic, Willingness to Purchase Online Increases, J.D. Power Finds
Website for Mercedes-Benz Ranks Highest among Luxury Brands; Websites for Chevrolet and Ram Rank Highest among Mass Market Brands
During the height of the COVID-19 pandemic, 65% of automotive shoppers’ decision to purchase a vehicle was affected and 40% of shoppers delayed making a new vehicle purchase, according to the J.D. Power 2020 Manufacturer Website Evaluation Study (MWES)—Summer,SM released today. As a result, more buyers are now willing to purchase their vehicles online instead of a physical dealership.
“There is no mistaking that the pandemic has put a sizeable dent in the automotive market,” said Jon Sundberg, senior manager of digital solutions at J.D. Power. “As government regulations have affected the ability for people to go into a dealership on top of people becoming wary about venturing out to a dealership to purchase a car, it is more imperative now than ever that manufacturers better equip their online retailing presence to cater to this change.”
This year’s study finds overall satisfaction of 835 (on a 1,000-point scale) in the segment for luxury manufacturer websites and 825 in the segment for mass market manufacturer websites. Mercedes-Benz ranks highest among luxury manufacturer websites with a score of 850, followed by Land Rover (847) and BMW (846). Chevrolet and Ram rank highest in a tie among mass market manufacturer websites with a score of 843, followed by Toyota (840).
The Manufacturer Website Evaluation Study—Summer, initially released in 1999 is based on responses from 13,451 vehicle shoppers (desktop and smartphone) who indicate they will be in the market for a new vehicle within the next 24 months. The study was fielded in April-May 2020.
For more information about the Manufacturer Website Evaluation Study visit https://www.jdpower.com/business/automotive/us-manufacturer-website-evaluation-study-mwes
J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power has offices serving North America, Asia Pacific and Europe.
About J.D. Power and Advertising/Promotional Rules: http://www.jdpower.com/business/about-us/press-release-info