The old school dealers that fail to adapt to mobile devices will not be able to compete with their fellow dealers on the purchase of wholesale vehicles or able to sell to the public. The general public has almost gotten smarter about the old school dealers.
Today's consumers are more mobile and expect all website content to be available on their mobile devices. Automakers and third-party websites are trying to meet that demand by offering rich content on mobile devices similar to that on desktop sites, according to the J.D. Power 2013 Automotive Mobile Site Study.
The study finds that some automakers are adopting responsive design technology that provides the same content across all devices, including desktop, tablet and mobile. Those automotive websites that are executing responsive design technology are setting themselves apart as embracing advanced website technology, but they need to ensure all content is displayed appropriately for each specific device.
A large majority, 89 percent, of shoppers expect all website content to be available on all their devices.
Two of the 33 OEMs included in the study have fully implemented responsive design on their websites, with several more OEMs experimenting on vehicle model pages.
OEM sites that have implemented responsive design have experienced a significant drop in either speed or appearance scores year-over-year.
High-performing OEM and third-party automotive mobile sites are effective at providing rich content and offering intuitive navigation, which helps shoppers get to key vehicle information.