Summary
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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