Online Readiness Scorecard

Automotive's first systematic evaluation of how effectively UK car manufacturers are using online to sell cars, as seen through the eyes of their customers. 

Scorecard.png
 
Rank
Manufacturer
Score
Readiness
1
Polestar UK
64.5%
2
Peugeot UK
54.2%
3
Toyota UK
51.5%
4
Tesla UK
43.4%
5
Volvo UK
37.9%
6
Mercedes-Benz UK
37.5%
7
Citroen UK
35.5%
8
Hyundai UK
32.4%
9
Renault UK
31.6%
10
Jaguar UK
29.6%
11
Landrover UK
29.2%
12
Vauxhall UK
28.1%
13
Fiat UK
27.6%
14
DS UK
24.2%
15
Dacia UK
24.0%
16
Smart UK
22.9%
17
Nissan UK
22.1%
18
Suzuki UK
21.9%
19
Mazda UK
21.8%
20
Honda UK
21.2%
21
Audi UK
20.7%
22
Volkswagen UK
20.4%
23
Kia UK
19.9%
24
Skoda UK
19.8%
25
Seat UK
19.3%
26
Ford UK
18.7%
27
Abarth UK
19.0%
28
BMW UK
18.7%
29
Alfa Romeo UK
18.4%
30
Mini UK
17.9%
31
Porsche UK
17.9%
32
Jeep UK
14.4%
33
Bentley UK
12.6%

If you are one of the manufacturers scored and would like to receive detailed findings and recommendations, or want to know more about the Online Readiness Scorecard, get in touch.

UK Overall Leaderboard

Rankings produced using all three customer-facing pillars of Assisted Selling - Technology, Customer Experience, and Online Proposition. 

assisted-selling-3.png

To some extent, all car manufacturers are already using online to sell more cars. A few are well ahead some following close behind, but the majority seems to be still putting the foundations in place. No one is ready to fully utilise the online potential just yet score of 65% is enough to secure a top spot and 29% a place in the top 10. 

 

Another sobering statistic is that across all 33 manufacturers, a total of 666 (39%) criteria were missing altogether. Given that this scorecard represents customers' experience of a manufacturers' online presence, it is clear that manufacturers have not yet developed the capability to cater for this increase in customer's willingness to use online. 

 

However, the good news is that in all cases, significant improvements seem to be achievable by optimising what is already in place rather than starting again. This solidified foundation would provide a springboard towards the next level of maturity, however individual brands might define that.

 

Customer Experience Leaderboard

Rankings in the Customer Experinece pillar, derived from16 weighted criteria, related to the customer experience across the entire conversion funnel.

The Scorecard evaluates the online Customer Experience and measures effectiveness at joining online and offline actions into shopping journeys that convert to sales. 

 

Customer Experience is one of the six pillars of Assisted Selling.

customer-experience_edited.jpg

If you are one of the manufacturers scored and would like to receive detailed findings and recommendations, or want to know more about the Online Readiness Scorecard, get in touch.

Rank
Manufacturer
Score
1
Polestar UK
59.4%
2
Peugeot UK
53.1%
3
Toyota UK
49.8%
4
Mercedes-Benz UK
34.8%
5
Tesla UK
34.4%
6
Volvo UK
33.7%
7
Citroen UK
33.2%
8
Mazda UK
31.2%
9
Honda UK
31.2%
10
Jaguar UK
29.6%
11
Suzuki UK
29.4%
12
Fiat UK
28.4%
13
Kia UK
28.0%
14
Hyundai UK
28.0%
15
Seat UK
27.6%
16
Landrover UK
27.5%
17
Renault UK
27.2%
18
Nissan UK
26.4%
19
Skoda UK
25.2%
20
DS UK
22.8%
21
Dacia UK
22.4%
22
Volkswagen UK
21.6%
23
Ford UK
21.2%
24
Vauxhall UK
18.0%
25
Audi UK
17.6%
26
Porsche UK
16.8%
27
Alfa Romeo UK
15.6%
28
Abarth UK
13.6%
29
Jeep UK
12.8%
30
Smart UK
12.8%
31
Mini UK
12.4%
32
Bentley UK
12.4%
33
BMW UK
12.0%
 
Rank
Manufacturer
Score
1
Polestar UK
46.1%
2
Peugeot UK
41.1%
3
Toyota UK
40.8%
4
Volvo UK
39.1%
5
Jaguar UK
39.1%
6
Landrover UK
37.8%
7
Citroen UK
36.3%
8
Tesla UK
33.9%
9
Renault UK
32.5%
10
Hyundai UK
32.0%
11
Mercedes-Benz UK
30.6%
12
Fiat UK
29.6%
13
Mini UK
28.6%
14
DS UK
28.6%
15
Dacia UK
27.6%
16
Vauxhall UK
27.5%
17
BMW UK
27.4%
18
Nissan UK
27.0%
19
Abarth UK
26.3%
20
Audi UK
25.6%
21
Mazda UK
24.3%
22
Skoda UK
24.3%
23
Volkswagen UK
23.7%
24
Alfa Romeo UK
22.7%
25
Honda UK
22.3%
26
Ford UK
22.1%
27
Porsche UK
21.2%
28
Suzuki UK
21.1%
29
Seat UK
20.4%
30
Jeep UK
20.3%
31
Kia UK
18.9%
32
Smart UK
18.7%
33
Bentley UK
12.6%

Technology Leaderboard

Rankings in the Technology pillar, derived from 27 criteria related to the website quality, performance and the functionality required to use online effectively.

The Scorecard evaluates the quality and function of the website and measures effectiveness at supporting shopping journeys that convert to sales. 

Technology is one of the six pillars of Assisted Selling.

technology_edited.png

If you are one of the manufacturers scored and would like to receive detailed findings and recommendations, or want to know more about the Online Readiness Scorecard, get in touch.

 

Online Proposition Leaderboard

Rankings for the Online Proposition pillar, derived from 8 criteria related to the car manufacturers' online proposition.

The Scorecard evaluates the attractiveness of the online proposition compared with offline and measures effectiveness at supporting shopping journeys that convert to sales. 

Online Proposition is one of the six pillars of Assisted Selling.

Assisted%20selling_edited.png

If you are one of the manufacturers scored and would like to receive detailed findings and recommendations, or want to know more about the Online Readiness Scorecard, get in touch.

Rank
Manufacturer
Score
1
Polestar UK
88.0%
2
Peugeot UK
68.3%
3
Toyota UK
64.0%
4
Tesla UK
62.0%
5
Mercedes-Benz UK
47.0%
6
Volvo UK
41.1%
7
Vauxhall UK
38.8%
9
Smart UK
37.2%
8
Hyundai UK
37.2%
10
Citroen UK
37.0%
11
Renault UK
35.0%
12
Fiat UK
25.0%
13
Landrover UK
22.3%
14
Jaguar UK
22.3%
15
Dacia UK
22.0%
16
DS UK
21.2%
17
Audi UK
18.8%
19
Alfa Romeo UK
17.0%
18
Abarth UK
17.0%
20
BMW UK
16.8%
21
Volkswagen UK
16.0%
22
Porsche UK
15.8%
23
Suzuki UK
15.3%
27
Ford UK
12.8%
26
Bentley UK
12.8%
24
Mini UK
12.8%
28
Nissan UK
12.8%
25
Kia UK
12.8%
31
Seat UK
10.0%
30
Honda UK
10.0%
32
Jeep UK
10.0%
29
Skoda UK
10.0%
33
Mazda UK
10.0%
 

What is the Online Readiness Scorecard?

It's an ‘outside-in’ look at car manufacturers’ online presence, represented by customer experience, technology and propositions, three out of six pillars required to use online effectively.

 

The six pillars form our Assisted Selling framework.

scorecard-light.png
 

Contact us

If you are one of the manufacturers scored and would like to have your detailed findings and recommendations, or just want to know more about the Online Readiness Scorecard, get in touch.