May's Top 10 Automotive Manufacturer Websites

Note: The Hitwise data featured is based on US market share of visits as defined by the IAB, which is the percentage of online traffic to the domain or category, from the Hitwise sample of 10 million US internet users. Hitwise measures more than 1 million unique websites on a daily basis, including sub-domains of larger websites. Hitwise categorizes websites into industries on the basis of subject matter and content, as well as market orientation and competitive context. The market share of visits percentage does not include traffic for all sub-domains of certain websites that could be reported on separately.

Comments

[Tdot:]

Interestingly - if you combine #1 Ford's vehicles ("what we sell") marketing web site with a 6.02 share, with #7 Ford's global corporate ("who we are") web site with a 3.57, you end up with a whopping 9.59 share. But you probably cannot combine the two in reality. Many folks (at least those who are not following a link from elsewhere) probably do go first to the easy-to-remember corporate "ford.com" page when they are actually looking for the vehicle lineup page. They eventually find their way, using the links provided, from "ford.com" to "fordvehicles.com" for the vehicles lineup page (in the US). Anyway the "hits" difference between the two pages is probably due to online ads, blogs, and other marketing efforts which provide click-links directly to the "fordvehicles" page, bypassing "ford.com".

Jun 08 08:27 AM

[redbaron:]

I can see this as relevant to advertisers, but in a larger context of overall manufacturer success, I have to ask, 'Why is this important?' I drive two cars from the same Japanese manufacturer, and I never go to their website. But then, I don't have to buy parts, and I buy my tires on TireRack. In fact, TireRack is the only auto site I use, and I use the net hours every day (Yahoo,Ebay,Financial Sites, mostly).

Jun 08 08:53 AM

[Tdot:]

On Jun 08 08:53 AM redbaron wrote:
I can see this as relevant to advertisers, but in a larger context of overall manufacturer success, I have to ask, 'Why is this important?' I drive two cars from the same Japanese manufacturer, and I never go to their website. But then, I don't have to buy parts, and I buy my tires on TireRack. In fact, TireRack is the only auto site I use, and I use the net hours every day (Yahoo,Ebay,Financial Sites, mostly).

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Well, if you were in the market for a new car, or perhaps "just looking", you might spend a fair amount of time at the manufacturer's web site, studying models, options, colors, performance, fuel economy, etc. This is probably where most of the web traffic comes from. Polls show that "most" younger, web-savvy Americans show up at the car dealership with nearly as much knowledge (if not more) as the salesman has, based on their personal research on the web.

The bottom line is if there is a lot of traffic at the manufacturer's web site, it may indicate near-to-medium term sales possibilities.

Jun 08 09:21 AM

[redbaron:]

Tdot, if your assumptions are true, then why isn't Ford Number 1 in Sales?

Jun 08 09:33 AM

[1poordog:]

I believe that's the point..., this data would be a leading indicator. so if Tdot is correct, we should expect Ford to begin gaining market share. Time (and vehicle sales) will tell.


On Jun 08 09:33 AM redbaron wrote:

> Tdot, if your assumptions are true, then why isn't Ford Number 1
> in Sales?

Jun 08 10:15 AM

[Tdot:]

Yes - Ford's market share was up about 2 points in May, with sales up 20% from April, to the highest share in 3 years; and Ford's US sales surpassed Toyota for the second month in a row. Ford also announced it is boosting production by 10,000 units for the current quarter ending June 30, and by 42,000 in the third quarter.

Granted, year to date sales for Ford are down 37% compared to 2008, but down only 24% for the month of May, showing a possible recovery of sorts. Ford also outpaced the rest of the market, which accounts for the share gains. Which means there "might be" some correlation between web site traffic, and current sales trends.

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On Jun 08 09:33 AM redbaron wrote:

> Tdot, if your assumptions are true, then why isn't Ford Number 1
> in Sales?

On Jun 08 10:15 AM 1poordog wrote:

> I believe that's the point..., this data would be a leading indicator.
> so if Tdot is correct, we should expect Ford to begin gaining
> market share. Time (and vehicle sales) will tell.

Jun 08 12:56 PM

[VAN LEASING:]

Interesting article! Very informative for me . Thanks for sharing with us.

Jul 22 06:25 AM