Given that Auto brands typically sell similar lineups in different markets, it makes sense that they would keep certain website features constant. However, that isn’t always the case. L2’s Auto: Luxury Site Localization report finds that many brand sites are inconsistent when it comes to implementing key features across regions.
For example, model comparison tools provide crucial information to customers trying to determine which vehicle is right for them, but this tool is rarely used outside the U.S. While 42% of American brand sites allow for comparison between their own models and those of competitors, just three brand sites in other countries offer the same functionality.
The study also finds that nearly 60% of auto brand sites in the U.K. offer 360-degree views of their cars on vehicle information pages, yet only a third of Canadian sites incorporate the tool. Jaguar, Mercedes-Benz, and Land Rover are the sole brands implementing this functionality across all four markets in the study (the U.S., Canada, U.K. and Germany). As U.S. luxury Auto sales begin to stagnate, other brands may be missing a key opportunity.
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