With falling sales and market regulations hampering the progress of direct e-commerce, US auto manufacturers must forge new routes to avoid the market slowdown. Rather than focusing on online sales, automakers are making brand sites into information hubs, optimizing for mobile and streamlining handoff to local dealerships.
In L2's Digital IQ Index: Auto, Ford pulls into the top spot for the second year in a row. The brand rides high on the success of its highly-rated FordPass app, and a personalized homepage that optimizes the site experience based on the visitor’s past browsing behavior.
The 2018 Digital IQ Index: Auto benchmarks the digital performance of 43 auto brands operating in the US.