ConsumerReports.org Evaluates Contents of 20
Automaker Web Sites
e-Ratings: Online Shopping Guide free at http://www.ConsumerReports.org
YONKERS, N.Y., March 15 While automakers' web sites are
often little more than glorified advertisements, most offer some useful
information to car shoppers, according to the April issue of Consumer Reports
and the e-Ratings: Online Shopping Guide at http://www.ConsumerReports.org.
In CR's 2001 Auto Buying Survey, almost half the respondents from a
nationally representative sample of recent buyers and leasers visited a
manufacturer online, most probably using it as a research tool. To determine
the value of such sites to consumers, e-Ratings at ConsumerReports.org
evaluated 20 popular automakers' web sites. On the basis of content alone,
nearly all received good or very good marks for offering useful information
toward the car-selection and buying process, including "build-your-own"
interactive configurators, and information on vehicle specs, features, and
options.
But, on the whole, these sites lack general buying advice, manufacturer
warranty comparison charts, car reviews, links to information and services for
car financing, insurance, or extended warranties. Nor do they list
manufacturer suggested retail price (MSRP) and invoice prices. For the free,
complete e-Ratings of automakers' web sites, including their Overall scores
and a complete assessment of their policies and usability as well as their
content, visit http://www.ConsumerReports.org, and click on the Auto Hub icon on the
home page, available after 10 PM EST Wednesday, March 14.
"Auto manufacturers' web sites are a logical place for Internet users to
visit -- we know from our Survey that these car sites are the third most used
source of information after prior experience with the make and talking to
dealers and auto salespeople," says Paige Amidon, Chief Marketing Officer, New
Media and Consumer Reports New Car Price Service. "But there are places
online other than automakers' sites to gather comprehensive car information
quickly -- especially when it comes to vehicle financing."
The 20 auto manufacturer sites that e-Ratings evaluated are:
http://www.acura.com
http://www.bmwusa.com
http://www.cadillac.com
http://www.chevrolet.com
http://www.chryslercars.com
http://www.4adodge.com
http://www.fordvehicles.com
http://www.honda.com
http://www.hyundai.com
http://www.jeepunpaved.com
http://www.lexus.com
http://www.lincolnvehicles.com
http://www.mbusa.com
http://www.nissandriven.com
http://www.pontiac.com
http://www.saturncars.com
http://www.subaru.com
http://www.toyota.com
http://www.vw.com
http://www.volvocars.com
Overall the sites offer fairly similar content. A few standouts:
-- Lexus has links to lexussafety.com, which in turn has links to other
good safety sites
-- BMW has a personalized Owner's Circle where customers can track their
information and "Choose a Model" tool
-- Lincoln has a Spanish-language version
-- Saturn has personalized features for owners including service
reminders, travel assistance, special offers, lease info, etc., and has
a "Help Me Find the Right Saturn" tool
-- Toyota has a Glossary and an "Assess Your Needs" tool
Some general findings:
-- All sites let customers "build a car." Some sites have a better
functioning "builder" than others, including GM, Honda, Lexus,
Mercedes, Toyota. Honda and Saturn are the only sites that show
exterior options when you build your car, which is fun, but probably
not of much value.
-- All who offer financing information do so only through their own
company's financial arm.
-- The Daimler Chrysler sites do not offer a comparison tool. Hyundai is
the only other site without such a tool, but they say they will be
adding it soon.
-- Only some sites let customers send their configured car directly to a
local dealer for a price quote: BMW, Honda, Hyundai, Lexus, Mercedes,
Toyota.
-- Several sites allow an inventory search of "pre-owned cars:" Acura,
BMW, Honda, Lexus, Mercedes, Toyota.
-- e-Ratings was not able to find warranty information at several sites:
Cadillac, Hyundai, Jeep, Nissan, Saturn.
-- Reading the specs online was difficult in most cases - printing them
out makes for a much better read.
e-Ratings -- introduced in November 1999 to help consumers navigate the
emerging web marketplace efficiently, effectively, and with confidence -- is
based on a systematic review of selected features against specified criteria,
using Consumer Reports' carefully-developed methodology. The resulting
e-Ratings are in the tradition of the independent ratings Consumer Reports has
published since 1936. Unlike most sites reviewed for e-Ratings -- that enable
the user to comparison shop and purchase goods and services -- auto
manufacturers' web sites are specifically information-based, so these
e-Ratings place concentration on the sites' Content.
Sites are selected for evaluation on the basis of traffic and a merchant's
popularity or relevance in a given product category. http://www.ConsumerReports.org
approaches each site as an average consumer would. In every case, a
consistent shopping scenario is followed: browsing for products; searching for
specific items and features; and placing an order (if applicable). Sites are
scored using Consumer Report magazine's familiar five-point ratings system.
Sites are rated for:
-- Policies: This rating reflects the quality and clarity of a site's
explanation of security, privacy, shipping and handling (if
applicable), returns (if applicable), and customer service policies.
-- Usability: This rating reflects how easily and efficiently a shopper
can browse for products, search for specific items, and place an order
(if applicable). Included are evaluations of design, browsing and
searching, ordering and canceling (if applicable), and advertising
clutter.
-- Content: This rating reflects the breadth and depth of product
categories and choices within those categories; the amount and quality
of product information available; and the availability of useful
personalization/customization, special services or unique features.
To supplement http://www.ConsumerReports.org's site evaluations, e-Ratings
includes information on shopper experience from BizRate.com, with a link to
BizRate.com's full online store performance report.
http://www.ConsumerReports.org is the fastest-growing web site of its kind, with
more than 530,000 paid subscribers. All site visitors have free access to
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reliability reports, message boards and more. http://www.ConsumerReports.org does
not accept advertising, and has no ties to the manufacturers whose products
and services it tests and rates. There are two types of subscriptions: an
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$19 per year), or a monthly subscription for $3.95.
Consumer Reports Online (http://www.ConsumerReports.org) is the Web site of
Consumers Union, an independent, nonprofit testing and information-gathering
organization, serving only the consumer. They are a comprehensive source of
unbiased advice about products and services, personal finance, health,
nutrition, and other consumer concerns. Since 1936, our mission has been to
test products, inform the public, and protect consumers.
CONTACT: John McCartney, 212-699-2547, john@middleberg.com, or Lauren
Hackett, 212-699-2521, lauren@middleberg.com, both of Middleberg Euro rscg,
for ConsumerReports.org
