Lexus launch new website across Europe
Lexus, the luxury vehicle division of Japanese car manufacturer Toyota Motor Corporation, has begun the roll out of its new European website, created with long term digital partner Amaze.
The new European website will appear in 35 countries in 27 languages, making 42 websites in total, to showcase the car manufacturers new brand positioning. Amaze's brief was to deliver the digital strategy for a European website that created clear differentiation from its competitors and was integrated with the brands through-the-line positioning. The agency handled complete delivery of the site following detailed consumer research and analysis.
User experience was at the heart of the site strategy and flexibility was inbuilt to adapt and optimise the site, according to analytics of user behaviour. New key features include a long page approach, keeping all relevant content in one place, as well as including third party content, such as customer reviews and social media content. It also incorporates clear calls to action to improve the conversion of customers at major milestones in the buying process and showcases the products in the ways users want to consume the content, rather than the way car manufacturers have traditionally shown it. The site was designed with tablet and mobile usage to maximise the consumer experience on various devices.
Chris Taylor, marketing communications at Lexus Europe, said: “Having worked closely with Amaze for some time, we were confident that the team would deliver a fully integrated digital strategy and website that not only demonstrates the future of digital, but also the future of the Lexus brand. The response to the new site in the UK has so far been excellent, with the Russian site due to go live in early July. We will continue the roll out to the remaining European markets and are looking forward to seeing the results over the coming months.”
Wendy Stonefield, chief commercial officer at Amaze, commented on the new site: “The new Lexus website signals a new age of automotive websites. Comprehensive consumer research and analysis cemented the need for a new approach that places the site at the centre of a connected digital eco-system, giving users a variety of ways to interact with and understand the brand without forcing them down any one particular route.”
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