The rising popularity of online car shopping means auto manufactures must offer an intuitive, fast, and informative website for customers to browse. Now, however, the official Cadillac website has ranked below average in customer satisfaction, per a recent study.
The new study was published by American consumer research and analytics company J.D. Power, and dubbed the 2023 U.S. Manufacturer Website Evaluation Study – Winter. First released in 1999, J.D. Power’s auto manufacturer website study is now published on a semiannual basis, and looks at customer satisfaction with major automaker websites while shopping for a new vehicle.
The latest version of the study collected customer survey responses from 10,487 new-vehicle shoppers who indicated that they would be in the market for a new vehicle in the next two years. The study was fielded between October and November of last year.
J.D. Power used these customer responses to evaluate overall satisfaction with automaker websites based on four specific criteria, including (listed in order of importance) information / content, visual appeal, navigation, and speed. J.D. Power then calculated an overall score for each automaker studied. Based on a 1,000-point scale, a higher score indicates higher overall customer satisfaction.
Per the latest study, Cadillac scored 718 points, ranking it 10th among the 15 automakers studied in the premium manufacturer segment. Cadillac’s score placed it above Jaguar, which scored 714 points, but below Lexus, which scored 720 points. The segment average was 722 points. At the top of the premium segment was Land Rover with 749 points, followed by BMW with 742 points and Infiniti with 740 points.
Per J.D. Power, customers expect an auto manufacturer website to offer tools and features like build and price configurators, vehicle comparisons, and 360-degree viewers, as well as payment / lease calculators.