Gartner for Marketers Research

Gartner L2 Digital IQ Index March 6, 2019

Auto US 2019

Auto brands in the U.S. are offering a more comprehensive digital shopping experience, from initial brand discovery through display advertising, Google search or social platforms to purchase on the dealer lot. To facilitate discovery, brands are scaling back their TV investments and allocating resources to low-cost, high-return digital channels. Meanwhile, the advent of third-party disruptors, the rising popularity of alternative ownership models and Amazon’s foray into the automotive world have forced brands to innovate the purchase process to better replicate the seamless digital commerce experience found in other industries.

 

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    Rankings

    44 Brands

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

    Rank

    Brand

    Class

    1

    Ford

    Genius

    2

    Toyota

    Gifted

    3

    Chevrolet

    Gifted

    4

    Honda

    Gifted

    5

    Nissan

    Gifted

    6

    Volvo

    Gifted

    7

    Audi

    Gifted

    7

    RAM

    Gifted

    9

    Mercedes-Benz

    Gifted

    10

    Kia

    Gifted

    11

    Jeep

    Gifted

    12

    Volkswagen

    Gifted

    13

    BMW

    Gifted

    13

    GMC

    Gifted

    15

    Hyundai

    Gifted

    16

    Cadillac

    Gifted

    16

    Chrysler

    Gifted

    16

    Porsche

    Gifted

    19

    Mazda

    Gifted

    20

    Subaru

    Gifted

    21

    Lexus

    Average

    22

    Dodge

    Average

    23

    Infiniti

    Average

    24

    Acura

    Average

    25

    Buick

    Average

    25

    Tesla

    Average

    27

    Alfa Romeo

    Average

    28

    Lincoln

    Average

    29

    Jaguar

    Average

    30

    Land Rover

    Average

    Digital IQ Score By Dimension

    Key

    • Site & E-Commerce

    • Digital Marketing

    • Mobile & Tablets

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    Digital IQ Year-Over-Year

    Active View:

    Key

    • Genius

    • Gifted

    • Average

    • Challenged

    • Feeble

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