Luxury Lab Ranks Auto Websites: Germans Looking Good
An organization called Luxury Lab decided to create a digital IQ test for all of the major automotive manufacturers’ websites. On a scale from feeble to genius, the sites were tested on their abilities to attract viewers from search engines, showcase their products, and interact with social media in a unique, user-friendly, and elegant way. Altogether, 44 different car sites were evaluated and ranked using L2’s methodology.
The Germans demonstrated digital excellence, filling the only three “genius” spots. Audi, BMW, and Mercedes-Benz took positions 1, 2, and 3, respectively. Volkswagen was 2 points behind Mercedes-Benz, in the top “gifted” slot, and 4th overall. Things change quite a bit after that. Ford placed 5th overall, the highest of the domestics, and it’s a pretty good mix from there on down the list. Lamborghini scored the lowest, with other luxury brands like Maserati, Aston Martin, and Rolls Royce only slightly better. Luxury Lab called Lambo’s site “a navigational nightmare”.
American brands failed to make anything more than an average impression, and the Japanese brands could be found scattered about the rankings. The report goes on to say that there are some correlations between good digital IQs and increased sales. You can find a portion of the report in .pdf form on L2’s website, explaining their ranking methodology. Or you could just purchase the full, 155 page document for… $2500. No thanks. It is interesting, though, to see a more scientific approach to “man, this website blows”.