Is this the future of car websites? Meet your Match says VW
The new Volkswagen US website is redesigned allowing customers to shop for cars on the basis of desired features, color, price and from among a ready stock of over 80,000 cars at company dealerships nationwide. So what is new? Well, the website shows you available inventory in your area and lets you select the features, options, colours, etc.
VW claims that this new website is very different from other branded car shopping sites. Their new website layout makes it easier for customers, which has been built with tablet first concept. This makes navigation easier. The profile page has all information with respect to features, specifications, warranty, photographs, accessories and dealer information besides displaying tools such as Payment Estimator on each vehicle.
The highlight of this website is that it allows buyers to shop for features they desire and view cars currently available at dealerships in their vicinity. The site features over 80,000 profile pages of in-stock cars which in turn results in customers coming into dealerships more than likely to make the purchase instantly. The website received inspiration from online dating and e commerce websites allowing buyers to ferret out exactly what their hearts desire where colour, model, features, etc, are concerned.
While some viewers praised the redesigned website of Volkswagen, others stated that its minimalistic style made sourcing of some information hard to discover. These were the mixed responses of viewers to the new website of Volkswagen following its soft launch last week. We have already checked out the new VW for America website, you too can take a look here. For more information, scroll through the press release below.
MEET YOUR (AUTO) MATCH WITH THE ALL-NEW VW.COM
The redesigned VW.com website allows consumers to shop desired features and instantly connect to available vehicles at dealerships near them
Herndon, VA (April 28, 2014) – Volkswagen of America officially launched a newly redesigned VW.com (www.vw.com) today, following a soft launch late last week. This uses functionality influenced by online dating and e-commerce to let consumers easily shop for cars based on desired features, such as color or price, among the available inventory of more than 80,000 vehicles at Volkswagen dealerships nationwide.
“With the new VW.com experience, consumers don’t need to know our product lineup to find a car that’s right for them,” said Vinay Shahani, Vice President, Brand Marketing, Volkswagen of America. “Consumers simply select the features they want, and VW.com instantly connects them to a range of options based on both their needs and available inventory in their area. We’re excited to be at the forefront of this type of online innovation that utilizes a truly intuitive approach.”
The newest inventory-led shopping experience in branded auto sites
Traditional branded car shopping sites invite consumers to configure cars to match their preferences – but those vehicles aren’t always in stock. VW.com combines the buying and configuring tools at each stage of the shopping process, allowing consumers to shop for the features they want, and view a variety of cars available at dealerships near them. The site features more than 80,000 “profile” pages, playing off of popular online dating sites, for in- stock vehicles nationwide.
“Consumers who come to a dealership because of inventory online are twice as likely to make a purchase as those who came from a configurator that’s not attached to accessible inventory,” Shahani says. “VW.com helps connect people with cars that are actually available for sale.”
VW.com puts the shopper first
Each individual car for sale has a comprehensive profile page with pictures, features, specs, limited warranty, awards, accessories and dealer information-as well as tools, such as a Payment Estimator, on the vehicle detail page where the consumer needs it. Additionally, VW.com was designed for the tablet first, so one of the first things a shopper will notice is a clean, image-rich design that makes it simple to navigate.
“Our goal was to put the consumer’s needs first,” says Winston Binch, Chief Digital Officer at Deutsch LA, Volkswagen’s digital agency of record and the developer of VW.com. “We did that by keeping things radically simple, reducing clicks, and focusing on getting people to real cars quickly-not vehicle configurations that are hard to find in real life.”
Features of the new VW.com
All of the images on a car model page reflect the exact colors and features of that particular
model. In addition to gallery imagery, 360-degree views and highlighted features, each model page has all available trims linkable to current inventory. Customers can “favorite” individual cars that interest them, and access those vehicles from the main navigation.
Features of the new VW.com include:
? Inventory-led shopping experience: Customers can specify desired features and find
cars near them that match their needs from the VW.com inventory of more than
80,000 vehicle profiles.
? Non-linear shopping flow: Customers can find cars through a variety of search
capabilities, from style and color (“red convertible”) to specific features (“premium sound”), and each car has its own profile page?not dissimilar from popular dating site profile pages as well.
? Contextual information and tools: Tools such as the Payment Estimator are built into the shopping experience so users don’t need to leave the profile page to get to them.
? Full model line information: Each model page has all available trims linkable to current inventory.
? Feature-focused inventory pages: Certain high-profile features such as FenderĀ® Premium Audio System have their own pages, which also display inventory.
? Real-time feed with Volkswagen news: All VW social content is aggregated into a single interface, so users can keep their finger on the brand’s pulse. Content can be sorted by model.
The buying process has also become more streamlined for Volkswagen dealers. VW recently partnered with DealerMatch to create an online marketplace where Volkswagen dealers can buy and sell used vehicles among themselves.
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc., an operating unit of Volkswagen Group of America, Inc. (VWoA) is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. VWoA’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and its state-of-the-art manufacturing facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world’s largest producers of passenger cars and Europe’s largest automaker. VWoA sells the Beetle, Beetle Convertible, Eos, Golf, GTI, Jetta, Jetta SportWagen, Passat, CC, Tiguan, and Touareg vehicles through approximately 640 independent U.S. dealers.
This press release is available at media.vw.com. Follow us @VWNews
“VW”, “Volkswagen”, all model names and the Volkswagen logo are registered trademarks of Volkswagen AG.