Hummer.com is the most useful manufacturer Website for new-vehicle shopping, according to the just-released J.D. Power and Associates 2006 Manufacturer Website Evaluation Study - Wave 2, a semi-annual study that measures the usefulness of manufacturer websites during the new-vehicle shopping process. Hummer has an index score of 870 on a 1,000-point scale, followed by Kia with 864 and Suzuki with 863. Across all manufacturer websites, the industry average of 838 is the highest recorded in the history of the study.

"With nearly 300 different models to choose from, shoppers increasingly rely on the internet to help match them with a vehicle that not only ideally fits their desired needs but also their image and budget," said Sam Thanawalla, senior manager of digital marketing solutions at J.D. Power and Associates.

"The increased use of vibrant images, demonstrative videos, diagrams and valuable vehicle specifications, as well as a state-of-the-art build tool, nicely articulate the capabilities and benefits of Hummer vehicles to shoppers," Thanawalla said.

The study reveals a considerable shift in the importance of vehicle images on manufacturer websites and the ability to display the functionality of a vehicle versus simply showcasing its appearance, J.D. Power said. The more useful a manufacturer website, the more traffic it is likely to drive to dealerships, it said.

For the study, new-vehicle shoppers evaluate websites in four key areas: appearance, speed, navigation, and information/content, which is the most important factor, accounting for 36 percent of the overall index score in the study; it includes vehicle features, specifications, images, equip and build tools, payment calculators and dealer locators.

"Looking forward, manufacturers will consistently add more content to their Website in the form of audio, video, sketches and reviews to accommodate the growing queries and concerns of all shoppers," said Thanawalla. "This tremendous increase in content will require new forms of navigation to access information. This will occur in the form of intelligent search tools and improved universal navigation compounded with relevant navigation links throughout web pages."