Volvo Car UK has marked the next step in its new global marketing strategy, first announced late last year, with the launch of its Next Generation website (www.volvocars.co.uk).
The new website is a major step in Volvo's quest to achieve Digital Leadership in the automotive sector and is a complete revolution of the previous website. This new site is designed to move Volvo into a more premium and desirable place in consumers' minds, with a cleaner, simpler and visually impressive design.
Within the new global marketing strategy – the ‘Volvo Way to Market’ – the new website has been designed with the modern lifestyle that many of its prospective customers enjoy. The new site uses bold, clean and crisp imagery, with full desktop, tablet and mobile compatibility.
The new site is responsive, meaning that whatever device the site is accessed by, the same content is seen, but automatically re-sized appropriate to the size of the device’s screen. This allows a better experience for the user.
With more and more people investigating a car purchase online, rather than going from dealer to dealer, there is greater emphasis placed on digital to ensure the product is easy to see and information is easy to find.
In the home, many people now use tablets rather than desktop/laptops, therefore the Volvo Car Configurator has been developed to allow users to build their ideal car using their tablet, quickly and with greater visual illustrations.
The new Volvo Cars website is no longer simply a source of information. It is a brand experience in which every screen and every single piece of information is laid out in a Volvo way and in line with the Volvo brand and values.
Georgina Williams, Head of Marketing at Volvo Car UK said, “A great deal of effort has been placed on ensuring the user experience is what our customers expect. Consumers now want to see more images, but still get the detail when they want to take the next step, and this new website delivers on that. The new website has gone live just before the all-new Volvo XC90 will be in dealers, so ensuring customers can see what a tremendous looking car this is, even before seeing it in the flesh and experiencing it for themselves, is of major importance.”