For the first time, it seems that using images to demonstrate a vehicle's functionality has become as vital to an OEM's web content as is the use of images that merely display the vehicle's appearance.
According to the recently released Manufacturer Website Evaluation Study from J.D. Power and Associates, vehicle images in general make a strong contribution to the overall usefulness of information and content found on a manufacturer's website (21 percent). And when vehicle images were broken down between those demonstrating the functionality of the vehicle and those demonstrating vehicle appearances, the split was nearly even-- 49 percent compared to 51 percent, respectively. This is a notable change from just one year ago, when the split was 41 percent to 59 percent-- in favor of demonstrating appearance only.
It's not a surprising finding, given the amount of product proliferation in the automotive industry. Not only does the industry offer roughly 300 different vehicle models, some of those models come in dozens of packages-- the packages may have similar appearances, but they offer different features to meet the needs of a wide range of lifestyles and personal preferences.
Honda, Hummer and Cadillac do a particularly good job of demonstrating the functionality and utilitarian benefits of their vehicles through their websites. Obviously, each of these three brands has a different image, needs to promote different aspects of their vehicles and use different methods. Honda is an industry leader in the demonstration of vehicle safety, while Cadillac focuses more on performance and how the vehicle pampers the driver. Hummer, naturally, focuses on off-road capabilities. Questions like "can it do this? How does it do that? Will it hold these?" are often best answered with images, either moving or still. As a communications device, stand-alone text has real limitations.
Not only does the industry offer more functionally different vehicles than ever before, individual vehicles are becoming more versatile than ever before. Seats not only slide, they fold-- or even come out completely. Cargo can be strapped to the floor as well as to the roof. Compartments are designed for common items but are often customizable, with organizer trays and other options.
And let's not forget the increasing ability of the internet to demonstrate product features and their use. Subaru uses animation to demonstrate why it leads the industry in All Wheel Drive. Lexus uses animation to demonstrate the benefits of night view and a backup camera. Lexus even offers tutorials on potentially intimidating electronic features.
Some things just don't lend themselves well to photos, but with computer generated images (CGI), almost anything can be created without any photography. Better yet, marketing materials can be created from CAD specifications before actual vehicles are even available for photography. As the time from concept to marketing collapses, speed is also becoming a critical factor for the creation of marketing content.
Which features should be played up depends on the product's image and competitive benefits. Generally speaking, the utilitarian value of vehicles has never been higher nor safety as important as it is today. Consumers respond to demonstrations on how vehicles can more safely carry cargo and passengers. It is very difficult to make safety claims credible without the use of pictures. Pictures can also make it easier to evoke emotions around safety advances.
Entertainment within the vehicle is taking on entirely new form. The license plate game is being replaced by headphone outlets and video screens. The family drive has been changed, and automobiles are conforming to meet the new expectations. Yet purchase intenders are still looking for confirmation that the gizmos and gadgets they're hearing about in vehicle ads and auto dealerships will actually result in the benefits they are looking for as conscientious consumers. Pictures can demonstrate not only the benefits of rear-seat entertainment, but the ease of use as well. Someone who has never owned a vehicle with a video entertainment system is likely to have some reservations or concerns about distractions caused by noise or operational difficulty, but seeing the system in operation may help calm those concerns.
Vehicle appearance has always been very important to a wide range of buyers. However, visitation to manufacturer websites is generally a lower-funnel activity that is often inspired by the appearance of the vehicle as experienced first hand or through advertising. Sam Thanawalla, from J.D. Power and Associates, summarizes the need for vehicle images like this:
"In my mind, images offered by the OEM serve three primary purposes (or goals):
- Allowing those who are unfamiliar with the vehicle and its features to get a clear understanding of what it looks like
- Evoking emotion in the consumer by injecting reality and lifestyle adaptability
- Showing the utilitarian aspects of the vehicle and its features."
You may design cars that look really cool, but once shoppers have noticed those good looks, the majority of them visit a manufacturer website to get information on the car's functionality. With all the new options available to provide customers with this information, I assert that it's vital for manufacturers to demonstrate their vehicles' personalities; their innermost qualities; their abilities to conform and transform. For most new-vehicle buyers, the sales process starts online, and part of that sales process must be the best product demonstrations you can construct.
Additional automotive resources: Leaping from Carat Fusion to Jumpstart
Dennis Galbraith is senior director of internet studies and marketing solutions at J.D. Power and Associates. Read full bio.
