A rising number of car shoppers are relying on auto manufacturer websites to find their next ride, and as such, the manufacturer website experience is becoming more and more important. With that in mind, Buick was recently ranked below average in customer satisfaction with regard to the online experience at the brand’s website.
According to the recent 2023 U.S. Manufacturer Website Evaluation Study – Winter published by American consumer research and analytics company J.D. Power, Buick ranked fifteenth among 19 mainstream automotive brands studied in the mass market segment.
The latest J.D. Power U.S. Manufacturer Website Evaluation Study was based on customer survey responses collected from nearly 10,500 new-vehicle shoppers who indicate that they will be in the market for a new vehicle sometime in the next two years. The survey was fielded between October and November of the 2022 calendar year. The J.D. Power study is released on a semi-annual basis, and was was originally published in 1999.
Customer responses are centered on four key metrics, including (listed in order of importance) information / content, visual appeal, navigation, and speed. Responses were then used in calculating a score representing customer satisfaction with each manufacturer’s website. Based on a 1,000-point scale, higher scores indicate higher overall customer satisfaction.
Per the most recent J.D. Power 2023 U.S. Manufacturer Website Evaluation Study – Winter, Buick was ranked fifteenth in the mass market segment among the 19 brands studied. Buick scored 698 points to slot in above Ford, which scored 697 points, and below Toyota, which scored 703 points. At the top of the segment was Jeep with 727 points, followed by Dodge and Nissan in second and third, respectively, both scoring 725 points. The segment average was 708 points.
Notably, GMC ranked fourth in the mass market segment with 719 points, while Chevy ranked mid-pack with 708 points, matching the segment average.
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Comment
The worst part about Buick’s website is it’s stale. It has the Encore (as a “2022” model) and the Encore GX, the Envision, Envision Avenir, Enclave, and Enclave Avenir. (Some of those aren’t different models, just trims.)
I’m glad it does say that Buick was #1 in the recent JD Power survey, though pretty discreetly.
And the “Future & Concept Vehicles” only shows a photo of the Wildcat Concept.