AM Online

Toyota, Hartwell take Auto Trader awards

Toyota and Hartwell were the two big winners at the inaugural Auto Trader Click Awards celebrating website usability.

Toyota won the motor manufacturer website of the year, while Hartwell collected the Motor Dealer Website of the year trophy.

Users found the Hartwell site comprehensive and lively with good use of colour schemes and imagery, combined with clear navigation. The homepage was regularly updated and packed with content.

Toyota was commended for balancing depth of content with ease of use. Its used car locator, new car builder, virtual showroom and customer service were singled out for particular praise.

Auto Trader assessed 30 carmaker sites and the websites of the AM100 top 20 retail groups through a qualitative and quantitative survey with more than 500 motorists. It decided to launch the awards after feedback from carmakers to its website usability study which grades manufacturer websites on key criteria, including functionality and design, based on motorusts’ views.

Matt Thompson, marketing director at Trader Media Group, said: “Our website usability study has provided valuable insight into how motorists interact with manufacturer and dealer websites and what they rate as good and bad on a site. We have been able benchmark excellence across a range of key online indicators and this data has been welcomed by the motor industry.”

In all, Auto Trader awarded 10 trophies:

Motor manufacturer website of the year
Winner: Toyota
Highly commended: Volkswagen, Mini

Best motor manufacturer used vehicle locator
Winner: Hyundai
Highly commended: Skoda, Porsche

Best motor manufacturer new car builder
Winner: Volkswagen
Highly commended: Subaru, Hyundai

Best motor manufacturer customer service
Winner: Honda
Highly commended: Jaguar, Mini

Best motor manufacturer virtual forecourt
Winner: Toyota
Highly commended: Vauxhall, Land Rover

Best motor manufacturer homepage
Winner: Toyota
Highly commended: Hyundai, Mini

Best motor manufacturer for purchase intent
Winner: BMW
Highly commended: Toyota, Land Rover

Motor dealer website of the year
Winner: Hartwell
Highly commended: Lookers, Perrys Group

Best dealer vehicle locator
Winner: Arnold Clark
Highly commended: Lookers, Perrys Group

Best dealer customer service
Winner: Dutton Forshaw
Highly commended: Sytner Group, Lookers

AM will publish exclusive analysis behind Auto Trader’s website usability study in the September 21 issue, including the good and the bad websites and tips to improve your online proposition.

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