Manufacturers Must Optimize Websites To Reach Consumers Digitally: J.D. Power


The J.D. Power has released its 2020 Canada Manufacturer Website Evaluation Study, a study that measures the usefulness of automotive manufacturer websites during the process of shopping for a new vehicle by examining four key measures information/content; appearance; navigation; and speed.

“The majority of shoppers in Canada rely heavily on manufacturers’ websites to help guide their purchase decisions and a significant percentage are willing to move much further down the purchase funnel than in previous years,” said J.D. Ney, automotive practice lead at J.D. Power. “Once we emerge from this COVID-19 pandemic, that first point of contact is going to play an increasingly vital role. It’s critical that manufacturers invest now to assure their sites are operating at peak performance and can handle new digital retail opportunities.”

This year’s study finds that overall satisfaction averages 804 (on a 1,000-point scale) for the mass market segment, while the luxury segment averages 808. GMC (835) ranks highest in the mass market segment and BMW (835) is the highest-ranked luxury brand.

The Canada Manufacturer Website Evaluation Study, initially released in 2011, is based on responses from 3,244 new vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months. The study was fielded in January 2020.

For more information about the Canada Manufacturer Website Evaluation Study, visit