Ford Authority

Ford Website Satisfaction Drops But Remains Above Industry Average

As consumers continue to shift more toward researching purchases (and making them) online rather than at stores and dealerships, Ford CEO Jim Farley recently restated his desire to move to 100 percent digital sales, even if dealers are less enthusiastic about such a change. The automaker also has quite a few bugs to work out in that regard, including fixing its admittedly “complex” online ordering system. Regardless, Ford website satisfaction has earned relatively high marks in a few recent studies, including J.D. Power’s winter 2021 U.S. Manufacturer Website Evaluation Study, where it ranked above the industry average. That remains true in the summer 2022 version of this same study, but Ford website satisfaction did drop a bit from a few months ago.

In the last iteration of this semiannual study, Ford website satisfaction came in at 725 out of 1,000, which placed it behind a number of its competitors but above many others, as well as the industry average of 711. In the new summer study, Ford slipped to a score of 711, which placed it behind segment-leading Kia (729), Subaru (724), Jeep (721), Honda (720), Buick (717), Chrysler (716), GMC (715), and Ram (715), but ahead of Mitsubishi (710), Chevrolet (706), Toyota (703), Fiat (702), Dodge (700), Hyundai (697), Nissan (692), Mazda (680), Mini (670), Volkswagen (670), and the industry average of 705.

The J.D. Power U.S. Manufacturer Website Evaluation Study is a semiannual report that measures the usefulness of automotive manufacturer websites during the process of shopping for a new vehicle by examining four key measures – information/content, visual appeal, navigation, and speed.

Overall, the mass market segment’s overall average of 705 was six points lower than J.D. Power’s winter study – which is based on the responses of 11,398 new-vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months.

We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for 24/7 Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Kurt L

    How about do a study on how useless the “Track my order” page is.
    And maybe try updating your customers with some kind of information at your convenience, I understand your very busy.

    1. David S

      Good Lord I thought EXACTLY the same thing. Fords sends you an email – Your truck is shipped and then the nifty tracker for the next three months says ” Your truck has shipped ” to a dealership than probably wont give you any updates until it is at the back door. Ford should be embarrassed over their useless joke of a tracker. You can buy a $4.00 item on ebay and get detailed tracking but not a 32K truck – unbelievable.

  2. Steve

    Hyundai and Kia are some of the worst and also cheaply made vehicles. They both share the same vehicle platforms. This study is severely flawed.

    1. Stahlilama

      My wife bought a 2023 Kia Sportage. The inside is 10 times nicer than my Mustang. So not sure what you’re basing your opinion on but I am using real life comparisons and not the Hyundai/Kia of 20 years ago.


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