Executive Summary (This is a document excerpt)

The automotive industry features some of the most recognized high-end brand names in the world including Audi, BMW, Lexus, Mercedes-Benz, and Porsche. But how good is the brand experience offered by major automotive Web sites? To find out, we graded the sites of five top automotive brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only the Lexus and Porsche sites managed to pass our Brand Image tests, and only Lexus passed our Brand Action tests.

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