It was about a month ago that Volkswagen revealed its new 2D brand design to the world. In a move that they said will "mark the start of the new era for Volkswagen", they have clearly followed through with the launching of their new global website.
Meant to be the central point for all of Volkswagen passenger and commercial vehicle customers, the new website presents all models, available services, vehicle configurations, test drives, financing options, used cars, and many other items in just one platform. All the content is clearly structured with a highly intuitive albeit simplified navigation system.
"With our new digital platform, we have created for the first time a central gateway to the world of Volkswagen which will pool all the content of the brand. The website is strongly data-driven. This means that we can create user journeys based on the specific interests and needs of each individual user," explains Candido Peterlini, Head of Global Digital Marketing at Volkswagen Passenger Cars.
At the center of the new VW website is the newly developed configurator which is available for each individual model. Differing from its previous version, users will now start with a preconfigured basic vehicle which they can modify with very few clicks to reach their own personalized vehicle in just a few steps and with a lot less clicks.
In addition, and thanks to the personal Volkswagen ID that users can opt in to, their user experience will become more efficient and relevant to their own interests. For example, if a user mainly looks at electric models, the website will present all the available information on e-mobility on his or her next visit.
"Our new website is the key element in Volkswagen’s new digital strategy. The objective is to provide an even better service to our customers through more efficient communications," says Jochen Sengpiehl, Chief Marketing Officer of the Volkswagen Passenger Cars brand.
It seems that Volkswagen is really very serious about repositioning themselves in the market. With technology at the forefront of any brand’s business, it’s a surefire way of getting through to their audience with the most relevant content and experience as possible. Granted, the improved website is live only in 24 markets as we speak, but come mid-2020, Volkswagen is aiming to go live in another 120. Let’s see if this really is the start of a new VW era.