Ever since Ford website satisfaction ranked above the industry average on J.D. Power’s summer 2022 U.S. Manufacturer Website Evaluation Study, it’s been in a bit of a downward spiral for the automaker in that regard. In fact, the winter 2023 version of this study found that Ford website satisfaction ranked near the bottom of the pack with a score of 697 out of 1,000 possible points, and in the summer of 2023, things got even worse as the automaker’s score slipped to 684 – ranking it next-to-last, ahead of only Volkswagen. Now, the release of the winter installment of the 2024 U.S. Manufacturer Website Evaluation Study has found that the official Ford website has apparently enjoyed a tremendous turnaround in terms of customer satisfaction.
After two straight periods of decline, the official Ford website bounced back in a big way with a score of 715, which rocketed it all the way up to sixth place among all mass market manufacturers. That score was good enough to rank The Blue Oval behind only Hyundai (728), GMC (727), Kia (727), Ram (720), and Jeep (717), in fact.
J.D. Power’s 2024 winter U.S. Manufacturer Website Evaluation Study is based on responses from 12,481 new-vehicle shoppers who indicated that they will be in the market for a new vehicle within the next 24 months. The latest version of this study was fielded from October through December 2023, and found that overall, customer satisfaction with car manufacturer websites remained flat, but satisfaction among EV shoppers has increased since the summer of 2023.
“Previously, car manufacturers had difficulties showcasing the technological specifications for their EVs in an easily digestible way for shoppers,” said Eric McCready, director of digital solutions at J.D. Power. “Now, the tide has turned as the EV shopping experience has been elevated. Looking ahead, manufacturers that evenly distribute the focus and updates across all vehicle types will see higher satisfaction with vehicle shoppers.”