Nissan: The best global automotive website of 2017

For the 2017 Web Globalization Report Card, we studied the following 14 automotive websites:

  • Audi
  • BMW
  • Chevrolet
  • Ford
  • Honda
  • Hyundai
  • Land Rover
  • Lexus
  • Mercedes
  • Mini
  • Nissan
  • Tesla
  • Toyota
  • Volkswagen

Historically, automotive websites have been strong on languages but weak on global consistency and global navigation. And while most automotive websites continue to struggle on these fronts, I was pleased to see Nissan’s new global website design, a big reason why Nissan emerged number one for the first time.

BMW was the leader last year, with support for 41 languages and average global consistency. But Nissan’s new web design is more consistent and generally exhibits greater depth of localization. While many automakers do exhibit some degree of global consistency within a region, such as within Europe, it’s rare to see global consistency across regions. Shown below are Nissan’s Germany and Brazil home pages:

You’ll find few automotive websites that support consistency to this degree between these two distinct markets.

Nissan added a language last year and is now is tied with Honda for the lead in languages, at an impressive 46 languages. Nissan also stands apart in its support for local-language social feeds. For instance, here is an excerpt from the Spain home page:

 

When it comes to global navigation, sadly, no automotive website stands apart. Nissan, like many companies, incorrectly relies on flags. But it does do a very good job of supporting country codes.

What’s the best global website among American-based automotive companies? That would be Chevrolet. While many GB brands are, globally speaking, a mess, Chevrolet does exhibit a number of global best practices. It also does a good job of supporting Spanish for the US market:

Tesla was a new addition to the Report Card this year. And while the website does support strong global consistency, it lags in languages and in global navigation — also relying heavily on flags. Here’s the global gateway:

Hyundai finished last in our ranking this year, with low scores across the board, with the exception of global reach (languages). Note that Hyundai supports an impressive 43 languages, which goes to show that languages alone do not make for a successful global website.

Automotive companies are highly decentralized organizations with independent web teams and budgets, which often results in websites that share few design elements across country/region websites. But Nissan has taken a promising step forward, one that I believe other automakers are sure to follow.

For more information, check out the Web Globalization Report Card. It includes more than 25 pages of automotive website profiles.

The top 25 global websites from the 2017 Web Globalization Report Card

I’m excited to announce the publication of The 2017 Web Globalization Report Card. This is the most ambitious report I’ve written so far and it sheds light on a number of new and established best practices in website globalization.

Here are the top-scoring websites from the report:

For regular readers of this blog, you’ll notice that Google is yet again ranked number one. But Google isn’t resting on its laurels. While many software companies are happy to support 20 or 30 languages on their websites, Google continues to add languages across its many products. Consider Gmail, with support for 72 languages and YouTube, with 75 languages. And let’s not overlook Google Translate, now at 100+ languages.

Google could still stand to improve in global navigation, though I am seeing positive signs of harmonization across its many product silos. But I do maintain the recommendation that Google present a more traditional global gateway to visitors across its sites and apps.

Other highlights from the top 25 list include:

  • Consumer goods companies such as Pampers and Nestlé are a positive sign that non-tech companies are making positive strides in improving their website globalization skills.
  • IKEA returned to the list this year after making a welcome change to its global gateway strategy.
  • Nissan made the top 25 list for the first time. BMW slipped off the list.
  • As a group, the top 25 websites support an average of 54 languages (up from 52 last year); if we removed Wikipedia from the language counts the average would still be an impressive 44 languages.
  • GoDaddy, a new addition to the Report Card, wasted little time in making this list. Its global gateway is worth studying.
  • Luxury brands such as Gucci and Ralph Lauren continue to lag in web globalization — from poor support for languages to inadequate localization.
  • The average number of languages supported by all 150 global brands is now 31.

But as you can see here, the rate of language growth, on average, is slowing. That’s not necessarily a bad thing. Companies are telling me that they are investing more on depth and quality of localization — which is of huge importance.

The data underlying the Report Card is based on studying the leading global brands and world’s largest companies — 150 companies across more than 20 industry sectors. I began tracking many of the companies included in this report more than a decade ago and am happy to share insights into what works and what doesn’t. Time is often the greatest indicator of best practices.

I’ll have much more to share in the weeks and months ahead. If you have any questions about the report, please let me know.

Congratulations to the top 25 companies and the people within these companies that have long championed web globalization.

The 2017 Web Globalization Report Card

Click here to download a PDF brochure for the report.

Car companies embrace global automotive platforms but resist global website platforms

Here is Subaru’s new global automotive platform:

subaru_global_platform

Toyota also has a global platform, shown here:

toyota_global_platform

I’ve long made the case that a global auto platform is analogous to a global website or software platform.

You want a design that can be adapted to many different countries, and many different cultures and demographics within those countries. And as you see here, the global platform is skeletal in nature. A steering wheel may be positioned on either side, depending in the market. Entirely different body styles may be attached to the platform.

Similarly, a global website platform is also skeletal in nature, flexible enough to support different writing systems, visuals, network speeds and computing devices.

Ironically, although car companies value global automotive platforms they have so far largely yet failed to prioritize global website platforms.

While BMW emerged as the best global automotive website in the 2016 Web Globalization Report Card, this category is still very much up for grabs.

Too often, we see we designs vary dramatically by country or region. Shown here are the variations of Toyota.

toyota_global

I should note that Toyota does use a consistent European template, but this is not a global template. Now contrast Toyota with Facebook:

facebook

Global templates aren’t easy to achieve, particularly within companies that are highly decentralized. But if a company can create a global template for its core products it can also create a global template for its websites.

To learn more, check out of the Web Globalization Report Card.