(J.D. Power and Associates: Westlake Village, CA) -- Auto manufacturer websites that focus primarily on brand image promotion and interesting design features rather than usability may be hindering vehicle shoppers in their search for information, according to the J.D. Power and Associates 2010 Manufacturer Website Evaluation Study (MWES)—Wave 2, which was recently released.

The semi-annual study, now in its 11th year, finds that websites that maintain focus on usability, along with branding and design features, are the most successful in satisfying vehicle shoppers. For example, two high-performing sites, Honda and Kia, each focus on usability and allow shoppers to access information quickly and easily. As a result, both Honda and Kia perform well in each of the four measures examined in the study: speed, appearance, navigation, and information/content.

“The Honda and Kia websites are prime examples of particularly straightforward sites that focus on providing appropriate information to shoppers easily and quickly, which has been a crucial element in their strong MWES performances during the past 12 months,” says Arianne Walker, director of marketing and media research at J.D. Power and Associates. 

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