Click for more.
Auto manufacturer websites are important role for shoppers at all stages of the decision-making process during new-vehicle shopping, according to the J.D. Power 2026 U.S. Manufacturer Website Evaluation Study℠ – Winter, released today.* Among those who already know which vehicle they want, 83% still visit the manufacturer’s website to conform their research. Of shoppers who are undecided on a vehicle, 94% visit a manufacturer’s website and Power says have higher engagement as they spend more time browsing and viewing detailed content.
“One in three new-vehicle shoppers begin their journey without a specific brand in mind, yet nearly all of them still visit an OEM website,” said Cory Maxwell, digital experience consultant at J.D. Power. “While those shoppers are highly engaged, we continue to see that about 20% of OEM sites prioritize branding over the detailed vehicle information shoppers are actively seeking. At that stage, the brand has already done its job by getting shoppers to the site, so what matters most is helping them evaluate the vehicle.”
The J.D. Power U.S. Manufacturer Website Evaluation Study is a semi-annual study that measures customer satisfaction with automotive manufacturer websites while shopping for a new vehicle by examining five key measures (order of importance): visual appeal; navigation; speed; vehicle research; and research tools.
Study Rankings
- Tesla ranks highest among premium manufacturer websites with a score of 777. Cadillac (761) ranks second and Mercedes-Benz (757) ranks third.
- GMC ranks highest among mass market manufacturer websites with a score of 717 for a second consecutive study wave. Ford (716) ranks second and Hyundai (715) ranks third.
The U.S. Manufacturer Website Evaluation Study, initially released in 1999, is based on responses from 11,181 new-vehicle shoppers who indicated they will be in the market for a new vehicle within the next 12 months. The study was fielded in October-November 2025.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Manufacturer Websites Lack Product Details?
Click for more.
Auto manufacturer websites are important role for shoppers at all stages of the decision-making process during new-vehicle shopping, according to the J.D. Power 2026 U.S. Manufacturer Website Evaluation Study℠ – Winter, released today.* Among those who already know which vehicle they want, 83% still visit the manufacturer’s website to conform their research. Of shoppers who are undecided on a vehicle, 94% visit a manufacturer’s website and Power says have higher engagement as they spend more time browsing and viewing detailed content.
“One in three new-vehicle shoppers begin their journey without a specific brand in mind, yet nearly all of them still visit an OEM website,” said Cory Maxwell, digital experience consultant at J.D. Power. “While those shoppers are highly engaged, we continue to see that about 20% of OEM sites prioritize branding over the detailed vehicle information shoppers are actively seeking. At that stage, the brand has already done its job by getting shoppers to the site, so what matters most is helping them evaluate the vehicle.”
The J.D. Power U.S. Manufacturer Website Evaluation Study is a semi-annual study that measures customer satisfaction with automotive manufacturer websites while shopping for a new vehicle by examining five key measures (order of importance): visual appeal; navigation; speed; vehicle research; and research tools.
Study Rankings
The U.S. Manufacturer Website Evaluation Study, initially released in 1999, is based on responses from 11,181 new-vehicle shoppers who indicated they will be in the market for a new vehicle within the next 12 months. The study was fielded in October-November 2025.
*AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.