Price Transparency Pays Off for Vehicle Manufacturer Websites, JD Power Finds

Porsche and Dodge Each Rank Highest in Respective Segment

• Satisfaction with auto manufacturer websites surges as brands provide more detailed content
• Improvements in pricing-related content are helping shoppers better understand what they can realistically expect to pay
• New-vehicle shopper purchase consideration increases in lockstep with improved website experience

TROY, Mich.--(BUSINESS WIRE)--As automakers continue to refine their digital retail strategies, it is evident that providing more detailed, accurate vehicle pricing details on their websites is becoming a key to customer satisfaction. According to the JD Power 2026 U.S. Manufacturer Website Evaluation Study^SM—Summer, released today, overall satisfaction with original equipment manufacturer (OEM) websites has increased wave over wave by 18 points (on a 1,000-point scale) among mass market brands and 13 points among premium brands. These gains are accompanied by increased shopper purchase consideration after visiting a website—now at 52% among mass market shoppers (+2 percentage points wave over wave) and 54% among premium shoppers (+1 percentage point). Much of this momentum is being driven by improvements in pricing-related content, particularly with researching vehicle pricing information and build and price functionality, which are helping shoppers better understand what they can expect to pay and moving them closer to purchase.

“Automakers are increasingly recognizing that pricing transparency drives consumer confidence,” said Chelsea Pettis, senior analyst of digital solutions at JD Power. “As manufacturers provide more complete pricing information on their websites—including incentives, fees, taxes and more realistic purchase cost estimates—shoppers gain a clearer understanding of what they can expect to pay at the dealership. That clarity has a meaningful impact: shoppers who leave a website with a clear understanding of vehicle pricing are nearly twice as likely to consider purchasing as those who remain uncertain, thereby contributing to higher satisfaction and stronger purchase consideration.”

The U.S. Manufacturer Website Evaluation Study is a semiannual study that measures customer satisfaction of automotive manufacturer websites during the process of shopping for a new vehicle by examining five key measures (in order of importance): navigation; speed; visual appeal; vehicle research; and research tools to help automakers understand best practices and areas of improvement to help drive purchase consideration.

Index Rankings

Porsche ranks highest among premium manufacturer websites with a score of 779. Mercedes-Benz (770) ranks second and Infiniti (768) ranks third.

Dodge ranks highest among mass market manufacturer websites with a score of 740. Hyundai (737) ranks second and Nissan (736) ranks third.

To view the complete rankings: http://www.jdpower.com/pr-id/2026063

The U.S. Manufacturer Website Evaluation Study, initially released in 1999, is based on responses from 11,388 new-vehicle shoppers who indicate they will be in the market for a new vehicle within the next 12 months. The study was fielded in April to May 2026.

For more information about the U.S. Manufacturer Website Evaluation Study, visit https://www.jdpower.com/business/u-s-manufacturer-website-evaluation-study-mwes/.

About JD Power

JD Power is a proven leader in business-critical data and intelligence to drive auto-related decisions with confidence and clarity. By leveraging unmatched proprietary data, advanced analytics and deep industry expertise, JD Power fuels original equipment manufacturers, retailers, lenders, insurers and partners to enhance their performance.

Since 1968, JD Power has delivered incisive guidance and intelligence about customer interactions with brands and products. To learn more about the company's business offerings, visit JDPower.com.