Lincoln Website Satisfaction Improves In Summer 2025 Study

Lincoln has posted some mixed results in J.D. Power's semi-annual U.S. Manufacturer Website Evaluation Study in the past year, ranking below the premium segment average in the Summer 2024 version of that study with a score of 732, after which it ranked above average in Winter 2024 with a lesser score of 725. Now, the Summer 2025 J.D. Power U.S. Manufacturer Website Evaluation Study has been revealed, and it contains some good news for Lincoln.

This time around, Lincoln managed to achieve a score of 744 in J.D. Power's website study, which ranks it above the premium segment average of 733, as well as seventh among its peers - behind only Mercedes-Benz, Audi, Tesla, BMW, Cadillac, and Genesis. It's a marketed improvement from Summer 2024, when Lincoln ranked near the bottom of the same pack, as well as the Winter 2024 version of the very same study. The Ford branded website managed to improve as well, ranking seventh among mainstream brands with a score of 716, which is also above the average of 708.

This particular study is designed to measure customer satisfaction with automotive manufacturer websites when they’re 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 the responses of 11,863 new-vehicle shoppers who are in the market to purchase a new vehicle within the next 12 months. Overall, it found that 32 percent of mainstream brand websites fail to meet basic needs in terms of design and speed, which had a large impact on overall satisfaction, it seems.

“Animations and auto-playing videos can enhance the appearance of automotive websites, but it comes at the cost of slower speed perceptions,” said Jon Sundberg, senior director of digital solutions at J.D. Power. “When comparing the presence of foundational elements across other J.D. Power website evaluation studies for wealth management, retirement plan and insurance, these vehicle manufacturer websites fall short. To help drive an increase in user satisfaction, automakers must start with the basic elements before enhancing the experience further.”