These 5 Automakers Have the Worst Websites

Jason Siu
by Jason Siu

The J.D. Power 2016 Manufacturer Website Evaluation Study has been released and you may be surprised to see which automakers have the worst websites.

The semi-annual study is in its 17th year and measures the usefulness of automakers’ websites during the new-vehicle shopping process. It examines four key measures (in order of importance): information/content, appearance, navigation and speed. Satisfaction of those surveyed is calculated on a 1,000-point scale with overall customer satisfaction for 2016 coming in at 808.

The study found that there is a connection between navigation problems and the perception of site speed, with the more steps needed to find information, view an image or play a video, the longer the process feels, leading to a decline in satisfaction. Of those surveyed, 42 percent experienced a problem with speed in at least one area of the website.

Build and price tools also contributed to the low scores in the speed category, as they often lagged.

SEE ALSO: Honda, Subaru Have the Worst Automaker Websites: Study

Most importantly, the 2016 winter study found that websites become a conduit to a test drive, with 59 percent of new-vehicle shoppers that are “delighted” with their experience on a website saying they are more likely to test drive a vehicle after visiting the site.

Here are the five automakers with the worst websites according to the study and you may find some of them surprising since one of them is the world’s top automaker.

5. Scion – 794

4. Kia – 785

3. Ford – 783

2. Mitsubishi – 783

1. Toyota – 781

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Jason Siu
Jason Siu

Jason Siu began his career in automotive journalism in 2003 with Modified Magazine, a property previously held by VerticalScope. As the West Coast Editor, he played a pivotal role while also extending his expertise to Modified Luxury & Exotics and Modified Mustangs. Beyond his editorial work, Jason authored two notable Cartech books. His tenure at saw him immersed in the daily news cycle, yet his passion for hands-on evaluation led him to focus on testing and product reviews, offering well-rounded recommendations to AutoGuide readers. Currently, as the Content Director for VerticalScope, Jason spearheads the content strategy for an array of online publications, a role that has him at the helm of ensuring quality and consistency across the board.

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