LAND ROVER AND JAGUAR WEBSITES TOP SATISFACTION STUDY
28 July 2016
The latest J.D. Power 2016 Manufacturer Website Evaluation Study–Summer ranks Land Rover highest in overall satisfaction, followed by second ranked Jaguar in a key study of how new vehicle shoppers rate automotive manufacturer websites.
Kim Kyaw, Jaguar Land Rover North America Manager of Digital Marketing, Social Media and Customer Relationship Management, explains how the U.S. Land Rover and Jaguar websites are evolving to be even more appealing to visitors.
How important are the results of this J.D Power study?
Taking the top two spots is a tremendous accolade for us, and hugely relevant in today’s marketplace. We know that these days, most new-vehicle buyers spend time visiting manufacturer websites during the selection process. As the J.D. Power study shows, buyers who have a positive experience on a website are more likely to go and test-drive a vehicle. Those who are disappointed with their experience are less likely.
Who provides the feedback in the study?
It’s based on responses from more than 9,500 new-vehicle shoppers who indicated they will likely be buying a new vehicle within the next 24 months.
How big an improvement in the rankings was it for Land Rover and Jaguar?
Land Rover went from a ranking of 14th in the last study to the top spot; Jaguar rose from ranking sixth to second, with only a one-point index difference from the highest ranked score. It was a substantial improvement for both brands and particularly impressive, as we know how much effort other manufacturers are putting into updating and evolving their sites.
What are the reasons behind this leap to the top?
I think it was the result of a number of small, but key changes. For example on the Jaguar website, we introduced online pre-ordering, which was hugely important to customers eager to get into a new Jaguar F-PACE or XE. We also stepped up our focus on providing more fresh and relevant content - especially video - to add more visual excitement.
Your recent Manhattanhenge initiative for LandRoverUSA.com must be an example of that. What was the thinking behind it?
We are always looking to show that with a Land Rover vehicle, you’re not just buying a SUV, you’re buying an experience. As many of our team live in Manhattan, we’re always excited about this amazing twice-yearly phenomenon of the setting sun aligning perfectly with Manhattan’s street grid. Since there’s probably no better place to watch the sinking sun than the front seat of a Range Rover Evoque, our ultimate urban adventure vehicle, we combined the two. And, of course, it allowed us to highlight some of the key features of the Range Rover Evoque, like its panoramic glass roof which, in the case of Manhattanhenge, provides a terrific view of the changing light around you. The video turned out amazing, and we supported it through digital & CRM channels, including our website, Instagram and Facebook. We even worked with a partner to create an article on how to capture Manhattanhenge on camera. The whole concept is just not something you’d expect to see on a car manufacturer’s website.
That must also apply to the ‘Jaguar Guide to Manners’ on the Jaguar USA site.
This is a great example of how you can take product features, make them relevant, while adding lifestyle and a touch of effortless British Jaguar cool. I loved the ‘Dress Accordingly’ video that was featured in the ‘Jaguar Guide to Manners’ series. It included the line “wearing the correct attire opens doors” spoken in tongue-in-cheek fashion by a surfer walking in from the sea and opening the tailgate of his F-PACE using his waterproof Activity Key. It was a great way of putting a product feature into a lifestyle focus.
How do you see both the Land Rover and Jaguar websites evolving?
The key is to always keep evolving, always keep innovating and always keep delivering relevant, engaging content. Also, making sure visitors to our sites can access information as quickly, easily and intuitively as possible. We’ll be doing even more to surprise people, continuing to make sure that something we ask them to watch is really worth watching.