Nissan has come out top in an expert poll assessing the customer-friendliness and usefulness of car retailer websites – but it’s bad news for sports car manufacturer Porsche which came out bottom.
The survey by car dealer title Auto Retail Network (ARN) saw Nissan post a 93% score, with ARN assessors nothing its particularly strong Nissan experience and owners content area.
Vauxhall was next up, thanks to its strong overall design, with Volkswagen in third place courtesy of its personal video option for used car sales.
Porsche, however, scored a full 30% less than Nissan, with its 63% score due to a variety of reasons, not least a lack of UK-specific social media.
Alfa Romeo was next-bottom, with Suzuki also scoring below 70%.
Car makers ‘too slow to respond’
The big weakness for most car manufacturers in 2015 is response to customer enquiries, says ARN editorial director Tristan Young.
“While many websites typically provide an automated reply promising a call within a defined timeframe, we do not believe that this is an adequate response for consumers.
“In an age where customers can view, purchase and have products delivered within two hours, it is impossible to believe that car retailers are only able to guarantee a call back within 24 hours.”
Franchised retailers were also assessed by ARN: Drive Vauxhall came out top, beating Pentagon and Lookers. In the used car dealer world, Car Shop was top, ahead of Imperial and Fords of Winsford.
All websites were tested by ARN in real world conditions using desktop, smartphone and tablet. Different connection speeds were assessed too, in order to test how website functionality differs with download speed.
Many websites are developed in specialist agencies with superfast broadband connection,” said an ARN spokesman. “They don’t necessarily work very well in rural Shropshire.”