BMW Tops 4th Annual Web Site Study European Brands Dominate
3 February 2000
BMW Tops 4th Annual Web Site Study European Brands Dominate AMCI/Eisbrenner Public Relations SurveyDETROIT, Feb. 3 -- European luxury brand BMW is at the top of the charts in the Best of the Web: OEM Web Site Survey 2000, conducted jointly by Automotive Marketing Consultants, Inc. (AMCI) and Eisbrenner Public Relations. Jaguar and Volvo also are ranked top notch. A full-color copy of the results can be found at http://www.amcitesting.com and http://www.eisbrenner.com . "Web sites are now about creating relevancy, increasing sales and brand awareness and collecting related content in one central easy-to-use portal," said Gordon Wangers, managing partner, AMCI. The Results Currently, BMW is the clear leader, securing first place in the overall ranking, product information and site functionality categories, and second place in the pricing and purchasing category. Other notable Web sites include Volvo, which ranked second overall, first in overall effectiveness and in the top 10 for product information, pricing and purchasing and site functionality. Jaguar earned first place in pricing and purchasing, third in product information and fifth in overall ranking. A sizeable percentage of the top 10 in all five categories were European luxury brands BMW, Jaguar, Mercedes-Benz, Porsche and Volvo. Overall Ranking 1. BMW 6. Porsche 2. Volvo 7. Mercury 3. Toyota 8. VW 4. Mercedes 9. Isuzu 5. Jaguar 10. Hyundai Product Information 1. BMW 6. VW 2. Mercedes 7. Porsche 3. Jaguar 8. Toyota 4. Volvo 9. Pontiac 5. Mitsubishi 10. Mercury Pontiac and Mercury were the only two domestic brands with strong showings in product information. These brands market a level of vehicle performance, product reliability and driving excitement combined with value. Pricing and Purchasing Information 1. Jaguar 6. Cadillac 2. BMW 7. Hyundai 3. Isuzu 8. Mitsubishi 4. Mercury 9. Volvo 5. Mercedes 10. Toyota Correlations The results are based on consumer rankings of OEM Web sites. Best of the Web: OEM Web Site Survey 2000 analyzes the responses and identifies Web site attributes most effective in influencing consumer behavior and attitudes. These attributes include clear presentation of information and impressive graphics, visual effects, overall design and layout. "The results show that certain Web site attributes and features have varying effectiveness on changing consumers' attitudes and behaviors," said Wangers. The survey results indicate: Web sites trying to improve surfers' perceptions of the manufacturers should focus on: * overall design * graphics and visual effects * presentation of information on the site Web sites trying to increase dealership visits should focus on: * overall design * ease of navigating the site * ease of finding and understanding pricing and financing information Web sites trying to improve the likelihood that surfers will revisit the site and recommend the site to friends should focus on: * overall design and layout * ease of navigating site * ease of finding and understanding pricing and financing information * ease of finding vehicle specifications for models * ease of ordering brochures online "Web sites need to focus on developing an overall design and layout that impresses surfers, yet offers them easy access to information," said Tom Eisbrenner, vice president, Eisbrenner Public Relations. "It is now crucial that OEMs offer a top-notch Web site, because consumers look at an average of 4.3 different sites when researching a new car purchase. In addition, one-third of consumers crossed vehicles off their potential buy list as a result of information they found online." Background Best of the Web: OEM Web Site Survey 2000 examines how automakers' Web sites communicate with customers, create interest in vehicles and generate dealership traffic. The survey polled 300 consumers regarding their impressions of 41 OEM Web sites and ranked the results in four categories: product information; pricing and purchasing information; site functionality; and overall site effectiveness. Those scores were then totaled to determine the overall best OEM Web site. The data were tabulated using SPSS software; results in the report are within 95% confidence. As an independent automotive marketing firm, AMCI works with automobile manufacturers to develop powerful communications platforms. Drawing on innovative programs, such as Comparative Vehicle Assessment(R), Learn & Drive(R), sales training and special events, AMCI helps manufacturers and their ad agencies develop and execute market strategies to uniquely position their vehicles in a competitive market. AMCI combines a passion for automobiles and marketing with product expertise and the experience to back it up. Additional information is available at http://www.amcitesting.com . Eisbrenner Public Relations specializes in helping the automotive industry reach its customers, both internal and external. The firm provides a full range of public relations, marketing communications and Web site development services from its Troy, Mich., headquarters and Greenville, S.C., offices. Both independently and as a member of IPREX, the worldwide network of independently-owned public relations firms, Eisbrenner Public Relations provides strategic counsel and implements communication strategies on a global scale. Additional information is available on the firm's two Web sites at http://www.eisbrenner.com and http://www.autoplace.com .
