Third-Party Automotive Websites Must Focus on Differentiation as Satisfaction Gap Narrows, J.D. Power Finds

CarMax Ranks Highest in Website Satisfaction

With 50% of vehicle shoppers willing to purchase online and only 8 points (on a 1,000-point scale) separating the top three performing third-party automotive websites, customer satisfaction is narrowing. According to the J.D. Power 2021 U.S. Automotive Website Evaluation Study,^SM released today, the sites must work to differentiate themselves if they want to pull ahead of the pack.

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J.D. Power 2021 U.S. Automotive Website Evaluation Study (Graphic: Business Wire)

“Shoppers today expect to use a website tailored to their specific interests, which has a huge impact on satisfaction,” said Jon Sundberg, director of digital solutions at J.D. Power. “We found that one-fourth of automotive shoppers do not feel they are receiving that experience. Additionally, it is imperative that third-party automotive websites get shoppers to engage with interactive tools and content on the website to provide the necessary lifts in satisfaction.”

The J.D. Power U.S. Automotive Website Evaluation Study is an annual study that measures the usefulness of automotive third-party websites during the process of shopping for a new or used vehicle by examining four key measures (in order of importance): information/content; navigation; visual appeal; and speed.

This year’s study finds that overall website satisfaction averages 628.

Study Ranking

CarMax ranks highest in website satisfaction with a score of 650. Carfax (649) ranks second and Edmunds (642) ranks third.

The U.S. Automotive Website Evaluation Study is based on responses from 4,039 vehicle shoppers who indicate they will be in the market for a new or used vehicle within the next 24 months. The study was fielded in April-May 2021.

For more information about the U.S. Automotive Website Evaluation Study, visit https://www.jdpower.com/business/automotive/us-automotive-website-evaluation-study-awes.

See the online press release at http://www.jdpower.com/pr-id/2021103.

About J.D. Power

J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world's leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.

J.D. Power has offices in North America, Europe and Asia Pacific. To learn more about the company’s business offerings, visit JDPower.com/business. The J.D. Power auto shopping tool can be found at JDPower.com.

About J.D. Power and Advertising/Promotional Rules: http://www.jdpower.com/business/about-us/press-release-info

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