The relationship a car maker has with its customers has never been more crucial than now, and that relationship is often made or broken on the strength of its digital presence.
Physical retail remains a fundamental pillar of many brands’ business models, irrespective of their position on the merits of ‘click and collect’ agency sales, but a website is often the first point of interaction between company and customer – so it has to be a good one.
But which brands are best represented online? Autocar Business has tested the customer-facing websites of each of the UK’s leading car brands to find out how well they sell the brand and how easy they make the car-buying experience.
We’ve ranked each website from one to five in five key categories – causal browser, configurator, new car buyer, used car buyer and finance – to evaluate its overall experience and determine how much of an asset it is to the car company.
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