According to the 2025 U.S. Manufacturer Website Evaluation Study released on Wednesday, 32% of mass-market car brand websites and 38% of premium-brand sites fall short in delivering what J.D. Power describes as “foundational elements” of the online experience. These include website speed, visual consistency, a clean layout, and modern design. When these basic expectations are not met, overall customer satisfaction with the digital experience drops sharply—from a score of 752 out of 1,000 for websites that meet expectations, to just 664 for those that do not.
“Animations and auto-playing videos can look sleek, but they often come at the cost of speed and responsiveness,” said Jon Sundberg, senior director of digital solutions at J.D. Power. “What’s surprising is how far behind the automotive industry lags compared to other sectors. We’ve seen better foundational execution from websites in wealth management, retirement services, and insurance.”
The biannual study, now in its 26th year, surveys more than 11,800 new-vehicle shoppers who say they plan to purchase a car within the next 12 months. The survey evaluates five categories that collectively shape a user’s experience: visual appeal, navigation, site speed, vehicle research features, and the quality of research tools offered.
The findings present a stark contrast between websites that focus on core usability and those that prioritize flashy visual elements. While engaging features like interactive animations and videos may be appealing, they often undermine loading times and navigation—two qualities that shoppers value more when they’re making a significant financial decision like buying a car.
In the premium vehicle segment, Mercedes-Benz emerged as the top-ranked website with a score of 788. Audi and Tesla followed in a tie for second place, each earning a score of 758. For mainstream or “mass-market” brands, GMC ranked first with a score of 728, followed closely by Ram at 723 and Dodge at 721.
The report is a reminder that even as automakers invest billions in electrification, AI-driven features, and autonomous technology, their most immediate contact with consumers—their websites—may not be keeping pace with broader digital expectations. The study also highlights a disconnect between what automakers believe enhances the online experience and what actually drives consumer satisfaction.
“Many brands are focusing too heavily on sizzle, not substance,” Sundberg added. “A high-end video loop on a homepage means little if customers can’t easily navigate to vehicle specs or build-and-price tools.”
Notably, website performance may become even more crucial as automakers reduce dealership footprints and push customers toward online shopping and vehicle configuration. While some brands—such as Tesla—have already adopted a direct-to-consumer model where much of the purchasing process takes place online, others are still in transition. That makes an intuitive, reliable digital presence even more critical.
The lag in foundational performance is especially concerning as the auto industry becomes increasingly dependent on digital engagement not only for sales, but also for building brand perception. 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. When those expectations aren’t met, they often move on—to a different brand or dealer.
Founded in 1968, J.D. Power has long been a bellwether in measuring customer experience and performance across a wide swath of industries. With offices in North America, Europe, and the Asia-Pacific region, the firm 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.
For automakers, the takeaway is clear: before pouring resources into flashy features and branding campaigns, the first priority should be making sure the digital foundation is solid. Because in the race to capture consumers online, speed, clarity, and functionality are still king.
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