Twice a year – in the summer and the winter – J.D. Power releases its U.S. Manufacturer Website Evaluation Study, which measures customer satisfaction with the websites operated by automotive manufacturers and individual brands. In the most recent version of that study – winter 2024 – Lincoln finished with 699 out of 1,000 possible points, which ranked next-to-last among all premium automotive brands, which was a big drop from summer 2023’s 723 points. Now, the summer 2024 version of this study reveals that the Lincoln website remains below the segment average, though it did improve quite a bit over the past few months.
While the Ford branded website tumbled from sixth to 16th place in the mass market segment of this study, Lincoln actually gained quite a bit of ground by improving its score to 732 points. That ranks it ahead of Porsche, Acura, Jaguar, and Maserati, but beneath the industry average of 739, as well as Mercedes-Benz, Lexus, BMW, Infiniti, Tesla, Genesis, Land Rover, Volvo, Cadillac, Audi, and Alfa Romeo.
The J.D. Power U.S. Manufacturer Website Evaluation Study measures customer satisfaction with automotive manufacturer websites by examining four key areas – information/content; visual appeal; navigation; and speed. The latest version of this study is based on the responses of 10,471 new-vehicle shoppers who indicated that they’ll be in the market for a new vehicle within the next 24 months, and found that overall, website satisfaction reached its highest level in three in a half years over the past few months – largely due to an increase in inventory and the return of incentives.
“There were numerous macroeconomic factors, such as lack of chips and inventory, negatively influencing the auto industry during the pandemic,” said Chelsea Duckhart, analyst of digital solutions at J.D. Power. “Now, the auto industry is as close to normal as it has ever been and because of that, we are seeing an increase in inventory, incentives, and rebates. Additionally, manufacturers are being more transparent by showing vehicles being built and delivered as well as an increase in price transparency, all things that significantly affect website satisfaction.”
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Comments
Ford just seems unable to do anything right anymore, they need new leadership.
No surprise. With an incomplete lineup composed of only boring SUV´s and crossovers, Lincoln is way behind the brands against it intends to compete. Lincoln nowadays is nothing but a vulgar joke compared with what it once was.
People just don’t appreciate american branded luxury that People can actually afford! I love Lincoln, and will forever. They should hire me to rebrand their $hit, lol I can upsell any Lincoln with a couple quotes from my archives!