As more and more new car shoppers go online to find their next ride, automakers must provide those customers with the right digital tools and website experience. Now, according to a recent report, it looks as though GMC is doing the right thing when it comes to its online presence.
Per the recent 2023 U.S. Manufacturer Website Evaluation Study – Winter from American consumer research and analytics company J.D. Power, GMC ranked fourth in-segment among 19 mainstream automotive brands studied.
Originally released in 1999, J.D. Power’s U.S. Manufacturer Website Evaluation Study is issued on a semi-annual basis and examines customer satisfaction while shopping for a new vehicle on automotive manufacturer websites. The latest version of the study is based on survey responses collected from 10,487 new-vehicle shoppers who indicate that they will be in the market for a new vehicle sometime in the next two years, and was fielded between October and November of the 2022 calendar year.
These responses were focused primarily on four key metrics. Listed in order of importance, these metrics include: information / content; visual appeal; navigation; and speed. The responses were then used to calculate an overall satisfaction score for each auto manufacturer studied. Satisfaction scores are based on a 1,000-point scale, with a higher score indicating higher overall customer satisfaction.
According to the 2023 study, GMC ranked fourth in the mass market segment, scoring 719 points. Mazda was tied in terms of points at 719, while Nissan ranked third with 725 points, tied with Dodge in second, also with 725 points. At the top of the list is Jeep with 727 points.
The segment average was 708 points. Notably, Chevrolet ranked mid-pack at 708 points.
According to J.D. Power, auto manufacturer websites must offer a variety of easy-to-use, easily discoverable, intuitive tools for customers. These include build and price configurators, vehicle comparison tools, 360-degree viewers, and payment / lease calculators.