Website Design and Development for a Global Automaker
Lexus wanted a website that would make it stand out from competitors and position the car manufacturer as a global luxury lifestyle brand. This service-led site would be driven by user-centric ‘Omotenashi principles’ where people felt welcome and enjoyed a great experience. Genuinely cross-platform, it would provide content propositions which extended to other channels to create a seamless story. Finally, it had to focus on conversion with effectively optimized journeys – in short, sell more cars.
Spire Digital and Kin+Carta embraced the Japanese ‘Omotenashi’ principle of pre-empting customer needs to deliver a new Lexus website balancing luxury and function to support the visitor at all times.
We adopted a personal language for both words and functional design elements. This brought warmth to the Lexus experience and the design immediately felt more luxurious and captivating. The site was optimized to work across multiple devices with no compromise on user experience.
Putting Users in the Driver Seat
The new website served as a compelling reason to choose a Lexus. Animated sequences and imaginative technology embodied the Lexus brand’s philosophy of ‘Experience Amazing’. The language, images, ﬁlms and signposting used worked in harmony to create a unique and highly effective site.
The clean, contemporary and structured design interface offered clear calls to action and supported the visitor at all times. A pull-out concierge side bar provided easy access to key services.
Converting Traffic in Style
The homepage married daring video sequences with a simple, focused navigation. It’s natural and effortless to interact with on any device. Innovative automotive technologies are explained in exciting ways that connect with the key target audience. Signposting was simpliﬁed so visitors were always sent to the right place.
Core components and templates were fully integrated to deliver a ﬂexible yet cost-effective pan-European retailer solution. This drastically streamlined the user experience as customers progress towards contacting their local showroom. This approach also provided efﬁciency in deploying campaigns and content updates, as well as in connecting measurement, reporting and optimisation.
A Virtual Car Salesperson
The site was built with the capacity for fast and efﬁcient pan-European rollout, which meant we were able to launch 41 local websites in 28 languages from scratch in just over a year. As mentioned, the ultimate aim was to sell more cars and we helped do just that. With the new website, Lexus Europe has seen a 67% increase in test drive bookings through mobile and a 136% increase in users on all devices accessing the test drive form.
We look forward to more impactful digital transformation case studies coming from our partnership with Lexus as they become an iconic, luxury carmaker.
Our site needed to embody the transition of Lexus to a global luxury lifestyle brand. Spire and K+C have delivered, providing a more than solid foundation for ongoing digital transformation of our business, while supporting us as we establish Lexus as a global luxury lifestyle brand.
Communications Manager, Lexus Europe