L2 released an Insight Report last week on International Auto Sites. Surprisingly, brands were present internationally, but not in all avenues. For example, 95% translated their sites to adapt to user location, while scalable digital solutions were neglected. Just 33% had a common URL structure, homepage, UX/UI and visual assets across their portfolio. Tesla is the only brand with a large portfolio of international sites that was standardizing these features.
Another surprise was the regions they decided to invest in. Just 40% of brands had site presence in all of the top ten auto markets, but 90% had a presence in China and the US. India was underinvested in; just 36% of brands have a local site for India even though the market surpasses the UK and France.