Tesla and Ford are the highest scorers in their respective segments when it comes to their consumer websites, according to the latest 2025 J.D. Power Website Evaluation Study - Winter. The study looks at consumer satisfaction with the online experience when shopping for a new car.
Overall, researchers say the study, redesigned for 2025, found that just 50% of mass market new-vehicle shoppers and 52% of premium new-vehicle shoppers indicate that the manufacturer's website was more organized and modern than other sites they visited. J.D. Power says this highlights the need for manufacturers to update their sites to be more refreshed and intuitive for shoppers.
“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."
J.D Power's semi-annual study examines the features and content of OEM-hosted websites across devices that shoppers use when shopping online for a new vehicle. It was redesigned for 2025 to measure new aspects of the vehicle shopping experience that are being used at high volumes such as build and price tools. The study measures customer satisfaction with automotive manufacturer websites while shopping for a new vehicle by examining five key measures (in order of importance): visual appeal; navigation; speed; vehicle research; and research tools.
Study Rankings
Tesla ranks highest among premium manufacturer websites with a score of 752. Land Rover (739) ranks second and Mercedes-Benz (738) ranks third.
Ford ranks highest among mass market manufacturer websites with a score of 719. Nissan (714) ranks second and Chevrolet (710) ranks third.
About the Study
The U.S. Manufacturer Website Evaluation Study, initially released in 1999, 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. The study was fielded in October-November 2024.
For more information about the study click here.
