As recently as the summer of 2022, Lincoln’s official website stood as the highest ranked brand among all of its premium competition in J.D. Power’s bi-annual U.S. Manufacturer Website Evaluation Study. However, things quickly went south for Lincoln, which saw its performance on that same study dip significantly in the winter 2023 study – when it finished below the segment average – a performance that it repeated in the following summer version. Now, the winter 2024 version of the U.S. Manufacturer Website Evaluation Study has been released, and while the official Ford website enjoyed a strong performance this time around, the same cannot be said for Lincoln.
In the summer 2023 study, Lincoln scored 723 out of 1,000 possible points, which placed it just a hair behind the premium segment average of 724 at that time. This time around, the Lincoln website fared far worse – earning 699 points – which ranks it behind all of its competitors, save for Maserati, which finished with a score of 691 points.
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.”