Web Site Brand Experience 2010: Auto Manufacturers

The multibillion-dollar auto industry features some of the most recognized brand names in the US, like Chevrolet, Ford, Honda, Nissan, and Toyota. But how good is the brand experience offered by major auto manufacturer brands' Web sites? To find out, we graded the sites of five top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only Nissan passed our Brand Image tests, and only Toyota passed our Brand Action tests. Overall, the sites were balanced — though mediocre — in their support of both Brand Image and Brand Action. To improve the caliber of their brand experiences online, auto manufacturers should clarify language and add contextual help, add content to align with brand attributes, and use brand personas to make sites more relevant to their target users.