Land Rover's Digital Showroom Tops Rivals in New Study | Edmunds

Land Rover's Digital Showroom Tops Rivals in New Study


COSTA MESA, California Land Rover's consumer website ranked the highest among car shoppers in a new J.D. Power study.

Coming in 2nd place in the study was Jaguar, followed by Mercedes-Benz.

BMW, Fiat and Cadillac rounded out the top five.

Buick ranked at the bottom of the list.

"There's a direct connection between manufacturers that utilize their digital showroom effectively and satisfied shoppers who then become buyers," said Arianne Walker, J.D. Power senior director of marketing analytics, in a statement.

More than half of shoppers who are "delighted" with their website experience say they are more likely to test-drive a vehicle at a dealership after visiting the site.

The J.D. Power 2016 Manufacturer Website Evaluation Study considered four areas: information/content, appearance, speed and navigation.

The study also found that younger Gen Y shoppers used digital shopping tools at a higher rate than older Baby Boomers during the car-buying process.

"These shoppers tend to show a more positive perception of a brand after the website visit compared with Boomers," researchers said.

The study is based on responses from more than 9,500 new-vehicle shoppers who expect to be in the market for a new vehicle within the next two years.

Edmunds says: Positive experiences on manufacturer websites tend to drive car shoppers into showrooms, a new study finds.

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