Leading Car Brands Shine in the Best Auto Websites Ranking: Mercedes-Benz, Audi, Tesla, GMC, Ram and Dodge
In a recent study, J.D. Power's 2025 U.S. Manufacturer Website Evaluation revealed that many automotive manufacturer websites are falling short in key areas of speed, design, and usability, which significantly impact consumer satisfaction. The study, conducted with input from 11,863 U.S. consumers actively shopping for new vehicles, underscores the importance of a solid digital foundation for automakers as the industry becomes increasingly dependent on digital engagement for sales and brand perception.
One-third of automaker websites fail basic design and speed tests, with 32% of mass-market brands and 38% of premium brands not meeting foundational standards for design and performance. Websites that meet core expectations, such as quick loading times, consistent and clear design, organization, and modern aesthetics, score an average of 752 on a 1,000-point satisfaction scale. In contrast, scores fall sharply to 664 when these fundamentals are lacking, demonstrating a strong link between basic website quality and customer satisfaction.
Key website evaluation categories, in order of importance, are visual appeal, navigation, site speed, vehicle research, and research tools. Poor speed perception is often linked to heavy use of animations and auto-playing videos that affect loading times. The study found that many brands focus too heavily on visual elements, neglecting ease of navigation and useful features like vehicle specs and build-and-price tools.
In the race to capture consumers online, speed, clarity, and functionality remain key. Jon Sundberg, senior director of digital solutions at J.D. Power, stated that animations and auto-playing videos often come at the cost of speed and responsiveness. Reducing dealership footprints and pushing customers toward online shopping and vehicle configuration may increase the importance of website performance for automakers.
When expectations aren't met, consumers often move on to a different brand or dealer. The study serves as a reminder that even as automakers invest in electrification, AI-driven features, and autonomous technology, their websites may not be keeping pace with broader digital expectations. Consumers today expect the same level of responsiveness and clarity from a carmaker's website as they do from streaming platforms or e-commerce retailers.
Among premium brands, Mercedes-Benz ranks highest with a score of 788, followed by Audi and Tesla tied at 758. Among mass-market brands, GMC leads with 728, followed by Ram at 723 and Dodge at 721. The study also highlights a disconnect between what automakers believe enhances the online experience and what actually drives consumer satisfaction.
J.D. Power, founded in 1968, has expanded its role in recent years to offer advanced analytics and artificial intelligence tools to clients seeking to improve customer satisfaction and operational efficiency. The company has offices in North America, Europe, and the Asia-Pacific region. The 2025 U.S. Manufacturer Website Evaluation Study, released on Wednesday, found that 32% of mass-market car brand websites and 38% of premium-brand sites fail to meet basic digital standards. Some automakers, like Tesla, have already adopted a direct-to-consumer model, while others are still transitioning, making a reliable digital presence even more critical.
- The importance of a solid digital foundation is emphasized, as the automotive industry becomes increasingly dependent on digital engagement, particularly in finance, with website performance impacting consumer satisfaction and brand perception.
- As the race to capture consumers online intensifies, technology becomes essential in ensuring speed, clarity, and functionality on automotive manufacturer websites, matching consumer expectations set by streaming platforms and e-commerce retailers.
