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For B2C Marketing Professionals

Copycat Auto Sites Don't Make Sense

OEM Site Visitors Aren't Car-Shopping Clones

February 15, 2007

Authors

  • By Chloe Stromberg
  • with Bruce D. Temkin,
  • Christine Spivey Overby,
  • Jennifer Joseph

Why Read This Report

After 10 years on the Web, automakers have developed a serious case of industry tunnel vision, serving up vehicle info via sites that look and feel remarkably similar. Is online car shopping so universal that it justifies this copycat approach? Hardly. Forrester's consumer data shows that visitors to Ford's, Toyota's, Chevrolet's, and Honda's sites not only have significantly different demographics, but they also have different goals for visiting the OEMs' sites. That's why auto marketers should assess the current state of their Web sites and identify ways to create new site experiences for target customers.

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Table of Contents

  • OEM Site Visitors Aren't The Same, So Why Are OEM Sites?
  • RECOMMENDATIONS

  • Automakers: Start Catering To Your Online Customers
  • Related Research Documents