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.
Notably, J.D. Power also evaluated the other three GM U.S. brands, ranking GMC in fourth, Chevy mid-pack, and Buick below average.
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.
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Comments
Not surprised.
Kind of a silly waste of time.
Most of the out-of-US manufacturers GREATLY limit options by offering only a few defined packages that are produced and shipped to the USA long before the US customer picks out their car/package. Certainly, there are exceptions to this like Porsche and many models of BMW…etc. But go online and look at the top-of-the-line Genesis GV80 SUV. They offer three “packages” that are equivalent to GM’s “Trim level” AND GM’s “Packages” combined. The Genesis offers only 6 Accessory Options. It is a VERY WELL-equipped $70k, luxury SUV that is simple to order. The only way GM can simplify their own online ordering is to bundle more of [trim/packages/accessories] together and/or discontinue some of the lower demand accessories – or make the Dealer only options. For example, ALL three Genesis “packages” include SMART CRUISE CONTROL W/ STOP & GO. Some GM trim levels of a Cad XT5 do even offer this feature at any price,