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 recent history, Lincoln hasn’t performed terribly well in that study either, ranking below the premium segment average in both the Winter and Summer 2024 versions. However, Lincoln managed to rebound in a big way in the newly-released Winter 2025 J.D. Power U.S. Manufacturer Website Evaluation Study.
In the Winter 2024 version of this study, Lincoln scored 699 out of 1,000 possible points, placing it next to last – ahead of only Maserati. In the Summer 2024 study, Lincoln improved its score to 732 points, though it was still below the premium segment average and near the bottom of the pack. However, Lincoln’s score of 725 points in the Winter 2025 study was good enough to rank it above the segment average of 708, as well as sixth overall – behind Tesla, Land Rover, Mercedes-Benz, BMW, and Audi. In the mass market segment, Ford actually ranked first this time around as well, a big turnaround from its below-average result in the prior Summer 2024 study, too.
As has historically been the case, the U.S. Manufacturer Website Evaluation Study measures customer satisfaction with automotive manufacturer websites while shopping for a new vehicle by examining five key measures – visual appeal; navigation; speed; vehicle research; and research tools. This year’s study is based on responses from 11,406 new-vehicle shoppers who indicated they will be in the market for a new vehicle within the next 12 months. Overall, J.D. Power found that only 50 percent of mass market shoppers felt that their manufacturer’s website was more organized and modern than other sites they visited, however, highlighting the need for some to make critical updates.
“Visual appeal is one of the most important aspects for website visitors,” said Kristen Coffin, analyst of digital solutions at J.D. Power. “The auto industry is falling short on modernization and organization of their websites. Consumer expectations are high and having an updated, organized and aesthetically pleasing site is one of the most important things manufacturers can do to drive site satisfaction.”
No Comments yet