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Not all automotive websites are easy to navigate for new-car shoppers. According to the J.D. Power 2022 U.S. Manufacturer Website Evaluation Study, Subaru of America's website is the best. Even with the low inventory of 2022 Subaru Forester, Outback, Crosstrek, and other new models, it is not affecting Subaru dealerships due to chip shortages and supply chain issues.
How easy it is to research a new Subaru online makes a difference for new-car shoppers. 2022 Subaru Forester, Outback, Crosstrek, and Ascent SUV customers shop online before ever visiting a Subaru showroom. Customers will go elsewhere if an automaker's website is not easy to use.
photo credit: J.D. Power - the best and worst mainstream automotive websites
Subaru of America is one of the smallest automakers, and they rank number one ahead of Toyota, Honda, Ford, and GMC.
What does it mean for new-car shoppers?
The new study measures the usefulness of automotive websites during online shopping for a new vehicle by examining four key measures (in order of importance): information/content, visual appeal; navigation; and speed. Subaru ranks highest in the mainstream manufacturer website segment with a score of 733. Kia (729) ranks second, and Dodge (728) ranks third.
The study finds that overall satisfaction averages 711 points (on a 1,000-point scale) for the mainstream segment and 724 for the luxury automotive car brand segment. Porsche ranks highest among luxury manufacturer websites with a score of 746. Lincoln (744) ranks second, and Cadillac (743) ranks third.
The Winter 2022 J.D. Power U.S. Manufacturer Website Evaluation Study is based on responses from 11,150 new-vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months. The study was fielded in October-November 2021.
What does it mean for Subaru shoppers?
The J.D. Power Website Evaluation Study shows the impact of Subaru's inventory shortage has not hurt its digital sales experience offered by the Camden, N.J. automaker.
Other studies rank Subaru high in the shopping experience
In Pied Piper's online car purchasing study, Subaru of America scored better than the industry average. The Camden, N.J. automaker was the number seven manufacturer of twenty-one car brands, including mainstream and luxury brands.
Subaru of America scored well as its retailers understand their customers need to start with online research before ever visiting the showroom. In an earlier Pied Piper study in March 2021, Subaru was one of the car brands with the most significant improvement from 2020 to 2021.
Another J.D. Power U.S. Sales Satisfaction Index (SSI) Study released a year ago shows Subaru ranked in the top five mainstream brands in delivering a positive customer experience. Subaru was the leading Japanese brand and topped Toyota, Honda, Nissan, and Mazda in overall customer satisfaction in their new car purchase.
Shoppers looking for a 2022 Subaru Forester, Outback, Crosstrek, or another new model should find the Subaru of America's and the dealer websites easy to use. According to the J.D. Power 2022 U.S. Manufacturer Website Evaluation Study, Subaru's digital sales experience is the best among mainstream car brands.
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Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.
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Photo credit: Subaru USA
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