General Motors’ premium brand, Buick, was ranked well below average in the most recent edition of the J.D. Power Website Evaluation Study, indicating that the Tri-Shield’s website needs work in order to provide customers a quality experience.
According to the J.D. Power U.S. Manufacturer Summer 2023 Website Evaluation Study, Buick was ranked sixteenth overall with a score of 689 out of 1,000 in the mass-market segment. This places the brand between rivals Hyundai and Ford, which each earned a score of 693 and 684, respectively. Fellow GM brands GMC and Chevy placed second and ninth overall, respectively, with scores of 718 and 689, respectively.
Notably, the segment average was 713, while Ford and Volkswagen were placed at the bottom with scores of 684 and 683, respectively. This means that Buick was listed very close to the bottom of the list.
“Website satisfaction can be volatile and automotive websites are not immune to changing preferences,” J.D. Power Digital Solutions Director Jon Sundberg was quoted as saying. “However, manufacturers have shown to be very agile when it comes to website design and ensuring their sites meet modern standards, more so than many other industries, as exemplified through the study data.”
For reference, the first rendition of this study was released in 1999, has been issued on a semi-annual basis since, 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 10,202 new-vehicle shoppers who indicate that they will be in the market for a new vehicle sometime in the next two years. For the Summer 2023 edition, responses were fielded between April 2023 and May 2023.
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 automotive manufacturer studied.