Overall customer satisfaction with original equipment manufacturer websites has risen, largely due to improvements in pricing transparency, according to JD Power.

The consumer data provider's 2026 U.S. Manufacturer Website Evaluation Study – Summer showed an 18-point increase in satisfaction with OEM websites among mass-market brands and 13 points among premium brands. At the same time, shopper purchase consideration after visiting a website increased by 2% among mass-market shoppers and stayed relatively flat for premium shoppers.

JD Power credits much of the increases to pricing-related content that helps shoppers understand what they can expect to pay.

“Automakers are increasingly recognizing that pricing transparency drives consumer confidence,” said JD Power Senior Analyst of Digital Dolutions Chelsea Pettis.

“As manufacturers provide more complete pricing information on their websites—including incentives, fees, taxes and more realistic purchase cost estimates—shoppers gain a clearer understanding of what they can expect to pay at the dealership.”

Pettis said shoppers with a clear understanding of vehicle pricing are almost twice as likely to consider purchasing than those who are uncertain.

The top-scoring manufacturer websites were:

• Premium – Porsche
• Mass Market – Dodge

Consumers and automakers aren’t the only ones prioritizing price clarity this year. Following the Federal Trade Commission’s crackdown on “hidden” dealer fees, pricing transparency has been top of mind for dealerships.

See the results of last year’s study here.