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BMW: The best global automotive website of 2018

For the 2018 Web Globalization Report Card, we studied the following 16 automotive websites:

  1. Audi
  2. BMW
  3. Chevrolet
  4. Ford
  5. Honda
  6. Hyundai
  7. Land Rover
  8. Lexus
  9. Mercedes
  10. Mini
  11. Nissan
  12. Subaru
  13. Tesla
  14. Toyota
  15. Volkswagen
  16. Volvo Cars

This year, BMW unseated Nissan, reclaiming the top spot. Both BMW and Nissan made the 25 list of best global websites.

BMW deserves credit for an increased focus on local-language social content — as well as the promotion of this content on its local websites. It also made slight improvements to its global template over the past year.

Here are a few highlights from the report:

  • The automotive sector has long been a leader in languages. The average number of languages supported by these 16 websites is an impressive 41 languages.
  • Mercedes most recently added two new local websites (and languages) raising its language total to 44. The company has been slowly (perhaps too slowly) rolling out a responsive design.
  • When it comes to global navigation, no automotive website stands apart. Too many automotive websites either bury the global gateway in the footer or overlook it entirely. Technologies like geolocation and content negotiation are not utilized to the degree that they could be to improve the user experience. 
  • What’s the best global website among American-based automotive companies? That would be Chevrolet. Among other best practices, Chevy does a good job of supporting Spanish for the US market. Note the bilingual toggle for US Spanish and English speakers:

  • Subaru was a new addition to the Report Card this year. With support for 39 languages, it holds its own with the other global auto brands.
  • Ford made a notable improvement to its global navigation over the past year. As shown below, the website added a globe icon in the header:

Currently, this gateway only allows toggling between Spanish and English (similar to other automotive websites). Ultimately, we believe its function will expand to enable better global navigation.

  • Automotive companies still have a long ways to go in improving global consistency and navigation. They decentralized structures have historically prevented them from working globally in this regard. And it’s easy to see how fragmented a site from Toyota or Chevrolet appears when compared with Tesla. Granted, Tesla supports a fraction of the number of models, but the architecture of the Tesla website ensures that it can scale better than the legacy sites of other automotive companies.
  • That said, even Tesla could improve its global navigation. Its gateway link is buried in the footer:

Tesla relies too heavily on flags for navigation. I believe it’s just a matter of time before this strategy shifts.

For more information, check out the Web Globalization Report Card.

If you’d like a report that includes only the automative benchmark profiles, you can purchase the Automotive Websites edition.

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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.

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The best global automotive website of 2016: BMW

For the 2016 Web Globalization Report Card, we studied 13 automotive websites:

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

I want to preface this post by saying that automotive websites have historically been strong on languages but weak on global consistency and global navigation. This year is no exception, though there are promising signs that automotive websites are making improvements in global consistency. 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.

Out of those 15 websites studied, BMW emerged on top.

With support for 41 languages (excluding US English), BMW is among the leaders in this category (Nissan and Honda are tied for the lead).

BMW also does a very good job of supporting country codes, with the notable exception of its US website, located at: www.bmwusa.com.

Because BMW has an oddly separate domain for the US website, US visitors to the .com domain see this overlay:

This is not the ideal solution for this navigation challenge, but it’s better than what most other websites do in this situation, which is effectively nothing.

BMW does lack a prominent visual global gateway across all websites — a feature most automotive websites also sadly lack.

Now let’s talk about global consistency. Here are three localized BMW websites:

bmw

There are three different templates in use here, which we do not recommend. However, at least the logo elements are consistent (though not consistently positioned).

And yet, if you compare BMW to Honda, shown here you’ll even see a mix of logo elements. So BMW still has a slight advantage. Audi, Nissan, and Land Rover also are above-average in global consistency.

honda

Now let’s talk mobile. BMW is the only mobile website in this sector to weigh less than 1 MB.

bmw_mobile

This is significant, and a big reason why, for the first time since 2011, an automotive website made it into the Top 25 list.

For more information, check out the Web Globalization Report Card.

 

 

 

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Is your website losing the language race?

For the past 12 years, the Web Globalization Report Card has closely tracked the languages supported by the leading global websites, including companies such as Apple, IBM, 3M, GE, Microsoft, and Google.

This year, the average number of languages supported by these websites surpassed 30 languages, up from 14 languages in 2006.

language_growth_2016

If you want to reach 95% of the world’s 3.3 billion Internet users your website needs to support roughly 45 languages.

It’s no accident that Google Translate now supports more than 100 languages — reaching 99% of all Internet users.

The language race isn’t unique to tech companies.

Here are the language totals from a number of non-tech websites (US English excluded):

Website & Languages

  • VOA News: 47
  • Coca-Cola: 44
  • Honda: 44
  • Nissan: 44
  • DHL 43
  • NIVEA: 43
  • Avon: 42
  • American Express: 41
  • BMW: 41

Have you conducted a competitive language audit recently? You might be surprised by what you find.

What I’m finding is that regardless of industry sector, companies are adding languages. Growth might just be a language or two a year, but it is happening. And, unless you’re keeping a close eye on languages, you can overlook it.

Languages represent growth. If your goal is to succeed globally, you’re going to be investing in languages — lots of them!

 

About the Web Globalization Report Card
For 2016, Byte Level Research studied 150 global websites across 15 industry sectors, including more than 80% of the Interbrand Best Global Brands.
Websites were graded according to the number of languages supported, global navigation, global and mobile website architecture, and localization. The top 25 websites overall include companies such as Google, Starbucks, Hotels.com, and Facebook. Link

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The top 25 global websites of 2016

Web Globalization Report Card 2016

 

UPDATE: The 2017 Web Globalization Report Card is now available.

I’m pleased to announce the publication of the 2016 Web Globalization Report Card and, with it, the top 25 websites:

  1. Google
  2. Facebook
  3. Wikipedia
  4. Hotels.com
  5. NIVEA
  6. Booking.com
  7. Nestlé
  8. Pampers
  9. Adobe
  10. Intel
  11. Twitter
  12. Microsoft
  13. American Express
  14. BMW
  15. 3M
  16. Hitachi
  17. Starbucks
  18. Nike
  19. Samsung
  20. Cisco Systems
  21. Nikon
  22. TNT
  23. Philips
  24. Autodesk
  25. ABB

It’s hard to believe that this is the twelfth edition of the Report Card. Over the past decade I’ve seen the average number of languages supported by global brands increase from just 10 languages to 30 languages today.

And, of course, the top 25 websites go well beyond 30 language. Google supports  90 languages via Google Translate and 75 languages on YouTube. And Facebook stands at 88 languages.

But it’s not just languages that make a website succeed globally. Companies need to support fast-loading mobile websites, locally relevant content, and user-friendly navigation.

Notable highlights among the top 25:

  • Wikipedia is far and away the language leader, with content in more than 270 languages. The company also now supports a mobile-friendly layout that is considerably lighter (in kilobytes) than most Fortune 100 mobile websites.
  • NIVEA provides an excellent example of a company that localizes its models for local websites — one of the few companies to do so.
  • Nike made this top 25 list for the first time, having added languages and improved global consistency and navigation.
  • As a group, the top 25 websites support an average of 52 languages.

For 2016, we studied 150 websites across 15 industry categories — and more than 80% of the Interbrand Best Global Brands. Websites were graded according to languages supported, global navigation, global and mobile website architecture, and localization.

Congratulations to the top 25 websites!

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BMW & Chevrolet: The Best Global Automotive Websites

For the 2015 Web Globalization Report Card, we studied 14 automotive manufacturers and one supplier (Michelin).

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

Out of those 15 websites, BMW and Chevrolet emerged in a numerical tie for number one.

BMW and Chevrolet both support an impressive 41 languages, in addition to English. Chevrolet added three languages over the past year, including Indonesian.

 

Did you know that Chevrolet also supports a Georgian website? Few companies have yet tackled a Georgian (and in country) website.

Toyota leads this category in languages but BMW and Chevy do a much better job supporting global consistency across its many localized websites.

BMW and Chevy both support geolocation, which is a positive trend, though they deploy it in different fashions.

Here is the screen that BMW displays to US-based web visitors to the BMW.com website; BMW wants these visitors to go to BMWusa.com.

Screen Shot 2015-03-20 at 7.10.46 PM

This, by the way, raises interesting questions regarding the .com domain, which I plan to address in a later post.

Both websites respond well to mobile devices. Here is the Chevy home page on a smartphone:

chevy-mobile

Not all automotive websites are responsive yet, so kudos for BMW and Chevrolet.

Now, for negatives.

Neither BMW nor Chevrolet support visual global gateways effectively — few automotive websites do. Global consistency still has room for improvement as well. And depth of localization is still weak on many country websites.

For these reasons, and a few others, you will not find any automotive company in the overall Top 25 list.

If there is one common theme that runs through many of these websites it’s that the regional and country operations aren’t on the same page with headquarters. I know this because I’ve spoken with a number of these companies and am always struck by the tension between the various web and marketing teams across various regions. And this is unfortunate because there is no reason there couldn’t be four or five automotive companies in our top 25 list.

I think this will change. Maybe not this year year, but definitely over the next three years. There is much happening behind the scenes right now.

 

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Chevrolet wants a consistent global brand — hopefully a consistent website will follow

Interesting article in the WSJ (sub. required) about Alan Batey, the new global brand chief of Chevrolet.

From the article:

Mr. Batey says he wants to unify the brand’s strategy. “We used to operate regionally with each country or local area doing their own thing,” Mr. Batey said. “That’s over. From now on we will operate as one.”

Among the changes: Mr. Batey this year introduced Chevrolet’s first global advertising slogan “Find New Roads,” due to its ease in translation. The Chevrolet design team, at 10 different studios from around the world, also now meet daily via virtual reality screens and conference calls to shape future Chevrolet vehicles.

While the article is primarily about branding issues globally, I can vouch for the fact that there is little global consistency in the Chevrolet (or GM) websites.

Based on the 2013 Report Card, the Chevrolet website was ranked #89 out of 150 websites, due in large part to lack of any one global design template. And given that Chevrolet supports more than 34 languages, a global template is not only essential to global branding but global efficiency.

Here is the Chevrolet.com home page:

Chevrolet.com US

And the China home page:

Chevrolet China

China is an extreme example.

The European sites are visually more in line with Chevy.com, though the underlying template is  quite a bit different.

Here is Germany:

Chevrolet Germany home page

Global inconsistency is not a challenge unique to Chevy. Most automotive websites struggle with managing local websites effectively, particularly companies like Toyota and Honda. The top three automotive websites — in terms of global consistency — are BMW, Mini, and Audi.

You can read more in our Automotive Report.

Chevy Find New Roads

Regarding the global slogan — Find New Roads — I’m not sure I agree that companies need to select slogans that can be translated easily. After all, Nike’s Just Do It slogan was near-impossible to faithfully translate and that didn’t stop the company from using it globally.

My recommendation is to avoid a global slogan altogether.

What is Starbucks’ global slogan? What is Apple’s global slogan? I don’t believe either company has one.

Let your products and services be your slogan. And put the money saved into that global website redesign.

 

 

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BMW: The best global automotive website of 2013

Logo of BMW

We included 14 automotive and supplier websites in the 2013 Web Globalization Report Card.

The Web Globalization Report Card is an annual benchmark of how effectively companies internationalize and localize their websites and applications for the world.

Out of those 14 companies, BMW emerged on top.

Even though BMW won the category, it still ranks #44 out of the 150 websites studied, which means the automotive industry still has a long ways to go in terms of supporting web globalization best practices.

BMW emerged on top this year in part because its investment in languages. BMW supports an impressive 42 languages, behind only Honda  and Toyota. Over the past year, BMW added two additional languages.

BMW also stands apart in its support for local-language social networks. On its Brazil home page, for example, it includes this Facebook widget:

BMW Facebook Brazil

And a link to its Twitter feed:

BMW Twitter Brazil

Many companies have built entire teams around supporting their English-language social network platforms but have completely overlooked the importance of engaging with users in their native languages.

BMW does an above-average job of supporting a global design template. Many automotive companies have yet to embrace global consistency as a means of improving efficiency, global branding, and usability for people who often navigate between the .com and country websites.

BMW is weak in global navigation. In fact, none of the automative websites do a particularly good job of supporting a global gateway.

Here are the 14 automotive and supplier websites included in the 2013 Web Globalization Report Card:

  • Audi
  • BMW
  • Chevrolet
  • Ford
  • Goodyear
  • Honda
  • Hyundai
  • Lexus
  • Mercedes
  • Michelin
  • Mini
  • Nissan
  • Toyota
  • Volkswagen

Read more in the 2013 Web Globalization Report Card.

Also included: The Automotive Global Benchmark.