miércoles, julio 02, 2008
Según este estudio realizado por J.D. Power and Associates (para ver el .pdf del estudio hacer click -aquí-)A la cabeza KIA, luego Ford y Mazda (top 3)
Luego siguen Honda, Jeep, Lincoln, Porche, BMW, Cadillac y Subaru.
El líder en ventas, Toyota esta en un tímido 11 y 12 el súper "juguete" MINI, seguido por Acura y Hammer. En el lugar 23 el promedio de la industria y luego Mercury, Mercedes-Benz, Chrsler y Chevrolet justo por debajo.
El estudio también destaca que Ford hizo un gran trabajo en el factor apariencia. Y que generalmente los sitios entran en un rediseño mayor cada 2 o 3 años. La estrategia de Ford (y también de Porsche) confirma que una estrategia bien pensada y pequeños cambios en contenidos, diseño/templates y programación, no solo es costo efectiva sino que tiene un gran impacto en la satisfacción de los compradores.
Este es un estudio que se realiza dos veces al año.
J.D. Power and Associates Reports:
Kia.com Ranks Highest among Manufacturer Web Sites in Satisfying New-Vehicle Shoppers
Regular Enhancements to Manufacturer Sites Can be as Effective as Redesigns in Increasing Usefulness
WESTLAKE VILLAGE, Calif.: 30 June 2008 — Kia.com ranks highest among automotive manufacturer Web
sites for usefulness in new-vehicle shopping, according to the J.D. Power and Associates 2008 Manufacturer Web
Site Evaluation StudySM (MWES)—Wave 2 released today.
The semi-annual study measures the usefulness of automotive manufacturer Web sites during the new-vehicle
shopping process. New-vehicle shoppers evaluate Web sites in four key areas: appearance, speed, navigation and
Kia ranks highest with an index score of 872 on a 1,000-point scale—marking a nine-point increase from the last
wave of the study, which was released in January 2008. Closely following Kia in the rankings are Ford (871) and
Mazda (870), with Ford performing particularly well in the appearance factor. Also performing significantly
above the industry average are Honda, Jeep, Lincoln, Porsche, BMW, Cadillac and Subaru.
“Over the years, Kia has successfully satisfied shoppers with its straightforward, intuitive Web site by providing
pages that load quickly and that are easy to navigate,” said Arianne Walker, director of marketing/media research
at J.D. Power and Associates. “By focusing on these key aspects of the Web site experience, Kia has continually
met the expectations of its customers. In fact, this marks the fourth time in 10 reporting waves that Kia has ranked
On average, most manufacturer Web sites undergo a major redesign every two to three years. While redesigns can
eventually lead to increased satisfaction, small updates to improve critical areas on a manufacturer Web site—
such as information and content and ease of navigation—can also positively impact the customer experience in a
more cost-effective manner.
In particular, Ford and Porsche have made frequent tweaks and updates to their sites, all leading to a steady
increase in satisfaction scores during the past four years, without a major redesign. Specifically, after enhancing
navigation following the second wave of MWES in 2007, these manufacturers have also made significant
improvements in speed since January 2008.
“Ford and Porsche provide a great example of how targeted, consistent improvements to a site can really pay off,”
said Walker. “With limited resources at many of the manufacturers and their advertising agencies, choosing to
stick with a well-thought-out master design while consistently improving site content, framework and behind-thescenes
programming can prove not only more cost effective, but just as successful as a major site redesign in
meeting the needs of shoppers.”
The study also finds the following key patterns:
• Satisfaction with a manufacturer Web site tends to increase shopper visits to the dealership, as 75 percent
of shoppers who give high ratings on a site are more likely to go to a dealership to test drive a vehicle.
• Overall satisfaction with manufacturer Web sites has increased to 849—eight points more than the
previous wave of the study. In particular, satisfaction with loading speed has increased as manufacturer
Web sites have employed a variety of techniques—such as better navigation schemes, more aggressive
caching, better page load order and pre-loading of content—to offer rich content that loads quickly.
The 2008 Manufacturer Web Site Evaluation Study—Wave 2 is based on evaluations gathered in April 2008 from
more than 11,400 new-vehicle shoppers who indicated they would be in the market for a new vehicle within the
next 24 months.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services
company operating in key business sectors including market research, forecasting, performance improvement,
training and customer satisfaction. The company’s quality and satisfaction measurements are based on responses
from millions of consumers annually. For more information on car reviews and ratings, car insurance, health
insurance, cell phone ratings, and more, please visit JDPower.com. J.D. Power and Associates is a business unit
of The McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global information services provider
meeting worldwide needs in the financial services, education and business information markets through leading
brands such as Standard & Poor’s, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The
Corporation has more than 280 offices in 40 countries. Sales in 2007 were $6.8 billion. Additional information is
available at http://www.mcgraw-hill.com.
J.D. Power and Associates Media Relations Contacts:
John Tews Syvetril Perryman
Troy, Mich. Westlake Village, Calif.
(248) 312-4119 (805) 418-8103
No advertising or other promotional use can be made of the information in this release without the express prior
written consent of J.D. Power and Associates. www.jdpower.com/corporate
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