Attention American Automakers: Your websites suck

The news from the big 3 automakers has indeed been grim. Year-to-date, GM sales fell 12.2 percent, Ford sales fell 3.8 percent, and Chrysler sales were down 4.9 percent. It has indeed been a bummer of a summer. There are many reasons for the auto industry troubles such as high gas prices, last year's incentive programs, high cost production, a skew to SUVs and other large vehicles at a time when smaller is better, and many other issues. However, one thing the industry can fix is the terrible official websites. Big three automaker sites suck.

Automakers Take Note: The web isn't TV

Why do automakers insist on copying one another's slick, TV-influenced, one-way broadcast websites that feel like advertising? Visitors who actually want to learn something aren't satisfied and sales are lost.

Check out the big three sites (I have included the headlines from today):
Ford: Model Year Clearance! 0% financing! 0 for gas!
Chrysler: Get employee pricing plus 0% financing!
GM: 72 hour sale!

Doesn't it look like all three of these sites were designed and built by the same person (some Madison Avenue ad guy)?

I looked around for some personality and useful content on these sites and was excited when I saw a link for "Ask Dr. Z" on the Chrysler site. "Cool," I thought, "Here’s some authentic content." But NO! It's a freakin' cartoon version of Dr. Dieter Zetsche, Chairman of DaimlerChrysler! Ugh. Beavis & Butthead & Dr. Z.

The individual brand sites are no better. Click on virtually any link to visit the site for a car or truck make. For example, over at Cadillac, it takes forever for the site to even load. During that long wait time, visitors are treated to the super-duper friendly message "LOADING VEHICLES. PLEASE WAIT." Nope, Sorry. I'm not going to wait. I don't want a Cadillac that badly. But thanks anyway.

Automakers Take Note: Please stop advertising to me and instead start a relationship

Automaker sites are organized with the assumption that the site visitor is ready to buy a car immediately. These sites employ slick TV-style ad marketing with Flash Video introductions and pop-ups offering discounts or low financing. Often automaker sites try to hook visitors into the dealer network before they're actually ready to buy. While there are certainly people who visit an automaker's site to find a dealer, learn about financing, and even buy right away, the large number of visitors who are simply browsing aren't satisfied by these sites and quickly leave. When automaker sites are too busy advertising, they lose the opportunity to educate and enlighten potential customers - developing a relationship with them that may pay off in the long run.

Automakers Take Note: Understand your buyers' sales consideration process

The last car I purchased was a Ford product – a 2002 Land Rover Freeleander – the second Land Rover in my household. The official Land Rover site was no help to me whatsoever during the buying process. Like many people, I considered a new car purchase for many months but there is virtually no content for the middle part of the sales process on automaker sites. Sure, you get flashy TV commercials at the top of the sales process (to lure buyers in) and low financing offers at the bottom (when you are ready to buy). But nothing for those people trying to narrow their purchase decision down to several vehicles.

So here's something WAY stupid that illustrates that automakers just don't get it. At least three times I submitted my email address to Land Rover. Once when I bought my latest car, once when I asked a question on the customer service site, and another time to get information on the Land Rover Challenge site. Each time I agreed that Land Rover can market to me via email. I WANTED to get emails from Land Rover! I wanted a relationship But no. Never heard from them. Did they ever consider I might be ready to by another Land Rover? Heck no. Why in the world don't automakers establish email newsletters to keep valuable customers up to date? Why not offer exclusive showings of the new models to existing owners via email? What about an owner’s blog?

Automakers Take Note: Put editorial experts in charge of your site, not agencies

Perhaps the reason so many automaker sites suck is because decision-makers entrust their organization's valuable Web site to an advertising agency. In the auto business, with hundreds of millions of dollars spent on television and print advertising, a web site represents a small part of the marketing budget. So the marketing geniuses just fling the business to their ad agencies. Bad move. Advertising agencies' strong focus on grabbing attention is rooted in print and TV advertising models, not a content-marketing editorial model.

Guess what ad guys? When a visitor gets to a Web site, you don't need to grab their attention; you already have it! On the Web, the challenge has shifted from grabbing attention to informing and educating visitors through content. But most advertising people don't understand this and create ineffective sites as a result.

People aren't looking for TV commercials on the Web. They are looking for content to help them make a decision.

For an example of what's possible, consider Edmunds cool Car Space site. Car Space is a free social networking and personal page with things like photo albums, groups and much more.

Yeah, there are probably some good things about automakers web sites. Sure, some might be better than others. But as a worst practice example, we can all learn from the many mistakes that are immediately apparent on these sites.

Fixing sites won't cure Big Three woes. But it will help to establish relationships with customers that are sorely needed.

Comments

[Brad Shorr]

Much truth in what you say! Last week I got a letter from Lexus that looked like a wedding invitation. It told me Lexus had created a personal Web site for me where I could get a sneak preview of the new LS-460. Well, it was more sneak than preview--a handful of photos that didn't show anything and some slick copy that didn't say anything. I don't get it: without this hype they could probably knock $5,000 off the sticker.

At the same time, I think car dealers have a huge opportunity to use their Web site to attract business. I just interviewed a Toyota dealer who's getting tons of qualified leads through their site. The dealer told me the site is helping them build better relationships with customers. Why? Because customers and the dealer are more comfortable making initial contact via email--not as awkward and/or confrontational. The coming explosion in on-line geo-targeted search is a potential bonanza for car dealers. Let's hope they don't follow the example of the car makers.

[Mike Sigers]

Back in April I wrote - " If we didn’t absolutely need vehicles, most car dealers would have no shot at staying in business. They have to be the shoddiest of the lot. The dumbest. The laziest.

They continue to change campaigns every other week and the deal that they gave me last week is replaced by a “ better “ deal this week. Like Dr. Phil would say, “ How’s that workin’ for you ? “ Not very well, for me, thank you. I was there with money in hand and you told me it was gonna be the best deal for the year. Now, 2 weeks later, there’s a bazillion dollar rebate, free upgrade on the squirrel tail on the antenna and free fuzzy dice for my rear view mirror. Think I’m gonna go back there next time ? Nope.

How about this instead. Take the time to mail a coupon for a free car wash or detailing to current customers. Maybe an Owners Only key ring ? A hat ? Special T-shirt ? Think that’ll bring me back next time ? Or have a catered dinner for current customers, showing them next years models BEFORE everybody else can see them. Bring in a few and put them in a secret location and only invite those that have bought from you in the past. "

Your post was even better and I enjoy your blog immensely. Thanks for saying what we're all thinking !

[Owen Lystrup]

Further notice to ALL carmakers:

Your TV ads suck too!

With exception of maybe Volkswagen.

Wake up and start making something different rather than the same B roll of a car driving down a lonely city street or the same picturesque country highway.

I liken this to something I heard Bruce Lee say about his martial arts style: "Don't move for the sake of moving! Relationship...relationship."

[Sharaf]

Right on David!

Not only their web site sucks, but also their cars' interior design sucks.

I recently test drove the Mercury Hybrid SUV and I was so disapointed with the interior design. What I find is that the auto makers are not paying attention to small details in interior and exterior of their cars anymore. They just want to make it look flashy but without real quality. This also extends to their web site. Lots of flashy ads and offers in a site makes their site just a junkie advertisement space.

However, the Japanese car makers are doing some things right, especially their web sites. Checkout http://automobiles.honda.com/ and you will see how its different than the Big Three's web site.

[Dr. Z]

I beg to differ. The Doctor Z ads SUCK even more than the websites. Who is this Dr. Z who is making it impossible to buy one of thier cars without feeling like a fool.

Dr. Z Sucks!

[TRUTH IN ADVERTISING]

Wow, I love this article, a lot of truth to it. This coming from some one who does advertising creative for one of the big 3. Yes, the model is spend a crap load on broadcast and let the creatives take a crack at the web stuff. Only a few creatives understand marketing in the fist place, and even fewer understand how to wield new media with any kind of affect. And using them together... The thing people don't understand about advertising is that it is not entertainment or art. It is a marketing vehicle that is constrained by money inorder to make money.
So, creative ideas are usually shaped by the anxiety and desires of corporate decision makers who want to move the bottom line more than make you entertained.

If all I had to do is entertain you in order to sell cars, my life would be soooo cooool. and way easy.

[panasianbiz]

You make some excellent and very valid points here about the inadequacies of automotive advertising. I especially appreciated your sharing your personal experience. I was shocked that they never emailed you, something you were clearly inviting and they were clearly ignoring!

[jo]

your website suck it has to much writing on