Some 85% of car buyers visit automobile manufacturers’ websites before purchasing, 80% use the internet to compare cars from different manufacturers – and 20% go online again just before their final decision, according to “Luxury Car Website Benchmark” report from Global Reviews (UK), which measured customer experience at 10 top luxury car websites.
Global Reviews assessed sites using some 475 criteria, including information available to prospective buyers, customer support, service offered to vehicle owners, and general site usability, reports NetImperative.
Among the benchmark findings:
- BMW offers the best customer online experience with 76% [of the tested criteria being met, presumably], compared with the industry average of 62%.
- Jaguar (72%), Porsche (71%), Ford (69%), Mercedes (68%) and VW (62%) trailed BMW in customer experience online.
- Audi, Aston Martin and Subaru (54%) and Ferrari (44%) were below average.
- For prospective buyers, Mercedes offers the best online experience (66%), followed by Porsche (63%) and Jaguar (62%).
- 81% of customers say it is important find a full features list online:
- Audi leads with 94% and BMW is second with 92%.
- The Ferrari website is benchmarked at only 39%.
The benchmark study was conducted in April 2007. Global Reviews surveyed 1,100 people. The Automotive Manufacturers Customer Experience Benchmark contains over 475 assessment criteria.