Mazda Website Redesign Competitive Analysis

2
TABLE OF CONTENTS
02 / OVERVIEW
04 Consumer Journey
05 Comparison Chart

07 / Competitive Analysis By Brand
08 Chevrolet
13 Ford
18 Honda
23 Hyundai
28 Kia
33 Mazda
38 Nissan
43 Subaru
48 Toyota
53 Volkswagen

4
/ OVERVIEW
/As part of our response to Mazda’s RFP for the mazdausa.com redesign,
Wunderman has completed a detailed audit of 9 OEM websites. These are
the major competitors:
We compared these competitive brand website experiences to the experience
of the mazdausa.com website.
Our goal is to develop key insights based on current industry practices, compare
the Mazda experience against these practices, develop a POV, and begin to define
what are the “Best Practices” to benchmark against as we look to redesign the
technology and systems that drive the mazdausa.com experience.
For the purpose of this RFP response, we have focused specifically on
the conversion functions provided in the shopping experience across the
competitive set. We have broken down the comparisons into each of the first
four steps a consumer would take in the Consumer Journey as they begin to
inquire about and shop for a new car.

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/ OVERVIEW
/The four key steps along the Consumer Journey.
AWARE
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1 / Aware
The consumer is in a general looking-and-inquiry stage.
They may have already been to several third-party sites
or they may have started the exploration with the OEM
site. At this point, consumers are beginning to assemble
the consideration list of what they might want to look
at. Their activity may come and go at this point
as their interest builds.
2 / Consider
In this phase, consumers now are definitely in-market
and are more specific about what they want to look
at. They have narrowed down the choices and are
beginning their research in earnest, wanting to learn
about the vehicles, look at pictures, watch videos,
read reports, etc.
3 / Evaluate
With 79% of all consumers making up their mind on
which car they want while still in the online shopping
phase, this is a very important and critical point in the
Consumer Journey. Here is where they want to compare
and look at several of the specific points included within
the car of choice. Online tools such as configurators are
of significant importance here.
4 / Shop
This is the final step before going to the dealership. The
hand-off from the OEM to the dealer is one of the most
vulnerable points in the journey. Of all the experiences in
the journey, this is the one the consumer has the most fear
and disdain of. This is the area with the most opportunity
for growth across the automotive industry, and where
there is new and dynamic competition.

6
/ OVERVIEW
/In this audit, we assigned a value score to the experiences offered at each level:
is below average
is average
is above average
To standardize our evaluation, each set of experiences at
each stage is given a score of 1, 2, or 3 stars, which means
the particular experience is below average, average, or above
average in comparison to the industry standard.
/ Aware / Consider / Evaluate / Shop / Totals
2.75
2.75
2.50
2.25
2.25
2.00
1.75
1.50
1.25
1.00

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/ OVERVIEW
/Best in Class Experiences
Some of the top best-in-class site experiences are the ones that alleviate consumer pain points
in the car-purchase journey. For many, the whole car-buying process is extremely daunting,
primarily because consumers are fearful of overpaying, haggling with dealers, time-consuming
research to find the brand and model that suits their budget, lifestyle needs, and personality.
Therefore, the best OEM sites are the ones that make the research phase easier and enjoyable
and that lead into the dealer hand-off more smoothly.
Buyers enter the car-purchase journey at different
points—some are more decided than others. Toyota
does a fantastic job with their site experiences to
engage and guide undecided buyers to the right
vehicle for their lifestyle. It accomplishes this with
the visually rich, interactive and easy-to-follow
“Find a Match” tool.
Some sites do a better job of engaging and informing
users about vehicle models, and some sites do a
better job with the configuration process. However,
Nissan performs consistently well on both those
fronts. It allows the user to interact with the site by
providing videos and fresh content from their social
feed. And the configurator creates a simple, logical
experience that surpasses most of the competition.
A site experience that is simple, clean, and designed
with the stated goal to “take away the intimidation
and make buyers feel empowered.” The site’s
showpiece is the “Find a Match” tool, which allows
users to choose things like the model, color, engine
and features they want, and then the database
finds corresponding models from nearby dealers.
Unlike with traditional configurator experiences, VW
narrows a buyer’s choices to an exact match rather
than build a specific model with trim, packages
and options that may or may not be available in
inventory. VW’s approach is to show buyers what’s
available, not what’s possible.
Reading and familiarizing oneself with vehicle model
information in order to make a decision can often
be time-consuming and frustrating. But KIA is a
great example to note when it comes to delivering a
seamless browsing experience with bite-size content.
It empowers the user with topline information
alongside a clean and visually appealing layout.

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/ COMPETITIVE ANALYSIS BY BRAND

9
/ Competitive Analysis by Brand
The Chevy site feels overwhelming and disorganized when attempting
to educate a consumer about a vehicle model. It is not designed
with efficiency of the consumer’s time in mind, i.e., with heavy copy,
no breaks between content, and inconsistent design. The browsing
experience is interrupted by intrusive pop-ups for quote requests and
offers before consumers even finish the configuration process. The site
offers a decent configuration system and of note is the chat feature
which is available throughout the process. Overall, the Chevy site is
let down most by the poor vehicle overviews which fail to deliver the
experience in a succinct and easy-to-comprehend manner.
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/CHEVROLET

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1 / Narrows my vehicle search
• Provides vehicle categories to help direct the consumer to relevant models.
2 / Makes me smarter about a specific model
• Full-page scrolling with no definition of breaks between content. Not easily consumed
by the user.
● • Lack of consistency in style, design and content.
● • Poor user experience gets in the way of allowing the user to learn about the car.
● • Overwhelming information and copy-intensive.
● • All information is provided with no content organization.
3 / Gives a visual experience
• Intrusive to the user when multiple things are moving while trying to select options.
• Cannot identify when certain sections continue or stop. One long-running list of information.
AWARE
/CHEVROLET

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1 / Understand trim options
• Each trim has a dedicated page. No initial side-by-side comparison.
• Each trim provides highlighted details. “Learn More” takes you back to the
model overview details but not specifically to the selected trim.
• Side-by-side comparison section is only text-based and can only compare up to 3 trims.
• Does not highlight specific differences between each trim—just provides all specs.
2 / Allows me to compare model to competition
• Site-selected default car is compared to similar-class vehicle from one other
competitor. Can add 1 more competitor for comparison, for a total of 3.
• Provides option to cycle through various images in comparison to other competitors.
• Simple running list of specs for each car in a list format.
3 / Helpful or engaging video
• Not all models have videos.
CONSIDER
/CHEVROLET

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1 / Build a vehicle of my choice
• Trim selection doesn’t give any details except MSRP.
● • No 360°, but does provide various stock images.
●• Images updated with different trim selections.
• Price updates with selected options.
• Price, Current Offer and Finance Estimate are present throughout build process.
• Options provide only text descriptions.
• Some options dynamically update the stock images.
• Vehicle Summary details are too low on the page.
• “Chat with an expert” during configuration is always present.
• Includes credit score estimate link.
2 / Save and share my vehicle
• Share to Social Sites (AddThis application).
• “Print” feature creates a printable version of the configuration.
• No “save” feature.
3 / Price and finance/lease options
• Price and finance details throughout build process.
• Price and finance details update as options are selected. (Incentives are used
to show lowest price.)
• Calculator does not recognize incentive offers.
• Lease details are only provided by contacting a dealer.
4 / Available offers
• Incentive offers displayed throughout build process and on the configuration summary page.
• Intrusive pop-up offers presented randomly.
EVALUATE
/CHEVROLET

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1 / Contact a representative
• Online chat option was present at every stage of the process.
• Chat representative was successful answering questions, but slow response times
(2–3 min. per answer).

2 / Inventory search on my selections
• Vehicle search is for all local dealers and passes through build configuration.
• Default Results view is based on configuration matches. Shows what
configuration options were not included in the match results.
• Provides images of car in stock exterior and interior. VIN details provided
when car is selected.
• Allows sorting of dealers.
• Shows dealer location.
• “Schedule test drive” and “Get a quote” are same functionality.
3 / Get a quote
• Pre-populates with specific car found in inventory.
• “Request a quote” page requires name, address and email (no phone).
4 / Find a local dealer
• Based on ZIP code and configuration results, it allows you to select specific local dealerships.
SHOP
/CHEVROLET

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The Ford site excels at delivering vehicle summary information to the
consumer in a simple, clear and concise fashion. The consistency of
design, layout and large-font copy makes consuming the detail easy for
users. One negative attribute of the user experience comes during the
inventory search, when the user’s configuration selections are not
passed through to the inventory results. Plus, the user is not allowed
to modify configuration in the search results. Overall, the site does
well when appealing to a consumer learning about a vehicle, but the
shopping experience could be enhanced.
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/FORD

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• Provides vehicle categories to help direct the consumer to relevant models, with vehicle
spec highlights.
• Overview page of cars gives a good description of each model with View Viehicles or Build option.
• Full-page scrolling with divided sections. Each section provides key information in a bullet point
format. No further information is presented for deeper content.
● • Only navigation allows for more detailed information.
● • Content is digestible with the imagery and short copy.
• Looks like a translation from a brochure.
• Design elements to break up sections help the user to know when sections start/end.
• Provides video support for key features.
AWARE
/FORD

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• Allows user to select 4 trims to compare.
• Does not allow user to see all trims side-by-side.
• Displays all specs between trims.
• Full list of specs provided, and as you scroll down, the selected trims are not
anchored to the top, so you lose the identifiers.
• Too much detail on side-by-side comparison.
• Trim-selection compare tool displays better highlights than full-spec view.
• Allows comparison with 2 other competitive vehicles.
• Also allows comparison with other Ford vehicles.
• No pre-populated similar competitive cars (even though it’s stated as
“Suggested competitors”).
• Provides quick compare option and highlights only key features for each vehicle.
• Provides photo comparison of each vehicle.
• Provides detailed comparison if full spec is required.
• Provides informative videos on key features.
CONSIDER
/FORD

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• Allows user to select options and contact dealer or custom-build
(slightly misleading for the user).
● • Trim selection details the differences with key highlights and visual representation.
●• “Price,” “Lease details” and “Quantity available at local dealers” are all present throughout
the build process.
• Options show both images and text description.
• Multi-angle view of car with options.
• Options are updated dynamically on car.
• Interior options change dynamically on car.
• Payment Calculator on Vehicle Summary page (finance and lease options).
• Passes through configuration specs for calculator (does not take into consideration
current incentives).
• Estimated credit tool.
• Apply for Credit option.
• Allows user to save with or without creating an account (cookie-based).
• Social Share options with link to configuration.
• Print creates print-friendly page.
• Ability to change payment terms.
• Both finance and lease options provided side-by-side in the tool.
• Lease offer presented throughout build process.
• Incentives and offers also presented at Vehicle Summary page.
EVALUATE
/FORD

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• Phone number available.
• Online chat available with decent response times (1–2 min. per answer).

• Does not pass through configuration to local dealers. Just provides total
inventory of local dealership.
• Does not allow you to modify configuration in search results.
• Sorts by selected dealer.
• Provides exact window sticker for each vehicle found.
3 / Get a quote
• Vehicle Summary page provides form to contact dealer for quote.
• Many options to submit information for quote and have dealer find specific car.
• Requires name, email, address and phone.
SHOP
/FORD

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The Honda site feels dated in comparison to many of the other OEM
sites and is uninspiring from the homepage throughout the shopping
experience. The content is disorganized and the constant reloading
of pages could be frustrating for a user. The configurator tool is let
down by the inaccuracy of results because the process isn’t based on
a ZIP code filter. However, there are a few unique features, such as
the vehicle model filter, to guide the selection for undecided buyers,
as well as the personalized vehicle fact sheet. Overall, the Honda site
feels underwhelming from a user’s perspective.
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/HONDA

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• Drop-down with alphabetical vehicle list has no images or descriptions.
Simple drop-down list is very dated.
● • Configurator allows user to filter through vehicle lineup based on key features
such as car type, MPG, seating capacity and price.
● • Model images on the homepage have little screen real estate and low appeal.
• Generic template for each model experience with separate page loads for
vehicle information, e.g., pricing, specs, features, etc.
● • Excessive amount of content provided—needs better content organization.
Too overwhelming for the user to consume.
● • Overview does not present or boast any key features.
• Doesn’t offer a rich and consistent visual experience with content separated
by different pages.
• The content feels disparate.
AWARE
/HONDA

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• “Which Civic sedan fits?” offers only price differences between trims. No key highlights of
each trim level.
• Specification comparison gives the facts, but without interpretation or help
based on the consumer’s lifestyle needs.
• Provides full spec details without highlighting key differences between each trim.
• Allows comparison of 3 other similar cars.
• Provides pre-populated similar competitive car options.
• Overwhelming specs details for each.
• Brand style videos.
• Non-engaging generic demos, but not feature-specific product videos of models.
CONSIDER
/HONDA

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• Filter feature on the configurator tool is a helpful feature for undecided buyers.
● • But the overall configurator experience feels underwhelming and outdated.
●• Personalized fact sheet on the configured vehicle is a useful feature.
• No ZIP code prompt at the beginning of the configuration process.
• “Save and share your configured vehicle” is available but the share button is poorly designed.
• The pricing summary for your configuration is not based on a ZIP code because the ZIP code
filter is absent at the beginning.
• Refers you to local dealers for available offers.
EVALUATE
/HONDA

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• No customer support available during the browsing process .
• No inventory search available at any point.
3 / Get a quote
• Providing full personal details including phone number and address may be intrusive
to the user.
• “Find a dealer” based on ZIP code and configuration results. Only at the end of the
configuration are you prompted for your ZIP code to get access to local dealers.
SHOP
/HONDA

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The Hyundai site delivers a neat experience when informing the user
about vehicle models, and content focuses on their advantages over
the competition. A negative attribute of the site comes at the end of
the configuration process where selected choices aren’t carried over
into the inventory search and the page provides no option to contact
a representative online. Overall, the Hyundai site does a good job of
creating excitement around the vehicles, but could be improved in its
shopping process.
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/Hyundai

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• Provides vehicle categories to help direct the consumer to relevant models (subtle).
• Full-page scrolling with use of imagery and minimal content to emphasize certain highlights.
Easy for the user to consume information.
● • Focus of the experience is why they are better than the competition and why customers love
the vehicle/brand.
● • Content is broken up into different sections and allows users to consume further details
via anchored top navigation.
• Imagery and iconography help highlight key features that are better than what
competitors offer.
AWARE
/Hyundai

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• Trims are not easy to find. Suppressed under “Specs”—perhaps poor terminology.
• Toggle between all specs or just key differences.
• No summary highlights of each trim, just full comparative specs.
• Once Trim was selected, a list of suggested competitive vehicles was provided.
No images upon initial selection.
• Requires multiple clicks to complete comparison.
• Provides full spec comparison—very overwhelming.
• Product demo videos available but not for all models.
CONSIDER
/Hyundai

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• Trim selection toggles details of each trim and price.
● • 360° view with color selection on exterior. Multiple angle for interior.
●• Images updated with different trim selection.
• Options provide image and text descriptions.
• Vehicle summary details simple and clean.
• No “Chat with an expert” during configuration.
• Share to Social Sites (AddThis application)—creates customized link of options.
• “Save” feature requires account creation.
• “Print” feature creates print-friendly version.
• No finance details throughout build process.
• Calculator does not pass through configuration details to payment calculator site.
• Calculator does not recognize incentive offers.
• Payment calculator page has option to use a budget calculator to see what a
user can actually afford.
• No offers displayed. “Rebate” line item in configuration summary.
EVALUATE
/Hyundai

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• No option to contact representative online.

• Not all configuration details are passed through to inventory search.
• Search results are based on local dealers when ZIP code is provided.
• VIN provided with “Details” link.
• Dealer information is provided.
• Ability to search cars in dealership and in transit.
• Allows user to modify configuration to find more vehicles or narrow down further.
3 / Get a quote
• Internet Price quote is served up on initial car product page.
• “Request a quote” page requires name, address, email and phone.
SHOP
/Hyundai

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The KIA site delivers an enjoyable and seamless user experience with
vivid imagery and very clean organization of copy content. One of
the major highlights of this site is the delivery of information and
copy within the vehicle overview section. The site gives the user
the flexibility to read the bite-size copy highlighting key feature
descriptions, or they have the ability to select and consume more
detail if required. The configuration experience feels smooth and
simple for a consumer to navigate without confusion. Overall, the
site impresses with its strong visual appeal.
AWARE
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/KIA

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• Provides vehicle categories to help direct the consumer to relevant models.
• Full-page scrolling, broken up for easier consumption. Left/right navigation
within each section to provide deeper content.
● • Use of imagery to enhance copy points. Minimal copy allows for imagery to tell the story.
● • No detailed vehicle specs—such as performance, weight, and mechanics—with
initial experience details.
• Smooth vehicle-browsing experience. Use of large imagery to allow copy to breathe.
AWARE
/KIA

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• Key differences highlighted initially with option to compare more detailed specs if desired.
• Trim highlights are visual for easier comparison.
• Pre-populated with similar-class vehicles from other competitors.
• Displays comparison based on sections to keep content simple.
• Allows you to compare same vehicle photos for each feature (i.e., wheels, dashboard,
front/left/back/right views).
• Provides engaging videos to point out key features.
• Has good demo video to show car features.
CONSIDER
/KIA

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• Trim selection within configurator tool includes key description during selection.
● • Provides 360° image view.
●• Options include images but no descriptions.
• No options dynamically update when selected.
• Clean and simple vehicle summary.
• No option to “Chat with an expert” during configuration.
• Print option and/or get a unique link to the configuration.
• No social share options.
• Calculator option is available throughout the configuration process.
• Passes through updated MSRP as options and packages are selected.
• No lease details within calculator tool or summary page.
• No offers displayed on the configuration summary page.
EVALUATE
/KIA

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• No presentation of contact support during shopping process, but does have LIVE chat
option with specific dealership on Inventory Search page.
• Decent chat response times (1–2 min. per answer).
• Allows user to schedule test drive with local dealership.
• Allows you to modify features/packages and updates with real-time search results.
• Results show exact VIN and dealer for matching configurations.
• Filtered based on ZIP code and configuration.
• Includes map view to see distance and area of dealerships with matching configurations.
3 / Get a quote
• During the build process, it pre-populates selected features.
• “Request a quote” page requires email/phone/name.
SHOP
/KIA

34
The strength of Mazda’s site is all of the vehicle overview sections,
which provide users with a visually led and interactive experience.
Users are provided with a compelling and informative summary to
learn about the vehicle. However, the user experience is then let
down as they move toward model consideration with content that
feels heavy and complicated, with excessive detail. The biggest
negative attribute is the configurator, which lacks some of the basic
features to enhance the process for the user, i.e., no imagery for
options and packages, no save and share, the car payment calculator
not carrying over selected detail. Overall, the site experience is
cumbersome and makes the user do too much heavy lifting.
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/MAZDA

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• Provides simple car-type categories and quick model links in navigation.
● • Does not help guide vehicle selection based on user personality.
● • Over-usage of imagery and does provide enough copy content.
● • Provides interactive elements for users to gain more information on specific features.
• Does not provide 360° or multi-views of vehicle.
• Provides interactive interior options to showcase unique features of vehicle.
• Each section provides subtle animation to enhance details.
AWARE
/MAZDA

36
• Trim levels displayed, but not easy to consume.
• Feels like a direct translation from the product brochure.
• No key differences of features between trim levels.
• Pre-populated with similar-class vehicles from other competitors. Chart
display is not easy to read. Overwhelming content.
• Provides good representation of car features.
• Has good engaging videos that keep you interested.
• Provides variety of video styles and content.
CONSIDER
/MAZDA

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• Excessive content does not help the user choose the correct trim to start with.
● • No comparison options for each trim.
●• Inconsistent functionality throughout process (buttons).
• Details for options and packages do not have imagery and they overlay directly
on top of vehicle image.
• Vehicle image does not dynamically change as you add physical options.
• Does not provide multiple interior/exterior images. All same image and angle.
• Lots of content falls lower on the page and the design layout does not
enhance key features of the configuration.
• No option to save configuration.
• No share options. Limited to Print and Email. Print option provides a text-heavy spec sheet.
Email provides a unique link for customized car.
• Car payment calculator does not retain customized car configuration.
• Re-prompts user option to build a car.
• Requires user to enter in payment details and submit for results.
• Payment amount not enhanced for easy visibility.
• No promotional offers shown on summary page.
EVALUATE
/MAZDA

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• No customer support during configuration process.
• Lack of ZIP code requirement does not help filter local available vehicles.
• Does not pass through configuration specs to the inventory search.
3 / Get a quote
• “Request a quote” page mandates a phone number.
SHOP
/MAZDA

39
Nissan has done one of the best jobs of both informing and exciting
the consumer through the site experience. For a prospective consumer
learning about a model, it provides a rich experience with a lot of
interactivity, video and other innovative features such as social feeds
with user-generated content. The configurator continues to provide an
impressive user experience with a simple, logical flow and functionality
that surpasses most of the competition. Overall, Nissan has designed a
site which would appear to successfully give users a great experience at
each stage of the purchase process.
AWARE
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/NISSAN

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• Provides vehicle categories to help direct the consumer to relevant models, with
vehicle spec highlights.
• Allows the user the option to explore or build within a vehicle from the main navigation.
• Full-page scrolling with divided sections. Each section allows for more content consumption.
● • Navigation allows for more detailed information.
● • Introduces social feeds specifically for vehicle.
● • Provides direct competition comparison.
• Very rich and engaging experience. Provides a lot of interactivity and videos.
• Good combination of images and factual content.
• Broken-up sections with easy-to-consume details.
AWARE
/NISSAN

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• Allows user to select 3 trims to compare.
• Does not allow user to see all trims side-by-side.
• Displays prices and key differences between trims.
• Allows users to expand all specs for comparison.
• Pre-populated similar competitive cars.
• Provides full spec comparison—overwhelming.
• Does not provide key highlights of differences.
• Provides a dedicated section to provide key summaries of advantages over
other competitive cars.
• Provides videos of key features only.
CONSIDER
/NISSAN

42
• Trim selection is intuitive and provides good details of differences.
● • Provides offers at each trim level upon selection.
●• Images updated with different color selection.
• 360° view of both exterior and interior.
• Interactivity is a little confusing based on header design treatment.
• Lease and finance options throughout build process.
• Options provide image and text descriptions.
• Vehicle Summary details are lost, as this section is way below the quote sections.
• “Live chat with an expert” during configuration is present. Phone number also available.
• Share to social sites—creates customized link of options (shortened URL).
• No save feature. Email yourself.
• Print feature creates print-friendly version.
• Ability to change payment terms.
• Both finance and lease options provided side-by-side.
• Payment estimator with credit score estimator.
• Lease offer presented in Payment Estimator page.
• Incentives and offers also presented at trim-selection level.
EVALUATE
/NISSAN

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• Online chat between certain hours and provides phone number as well.
• Fast chat response times (1 min. per answer).

• Provides quantity of local inventory. Requires you to select a specific dealer
and then it narrows the results further, down to that specific dealership.
• Search results are based on local dealers when ZIP code is provided.
• VIN provided with “Details” link.
• Allows user to toggle to Exact Configuration matches.
• Dealer information is provided.
3 / Get a quote
• “Request a quote” page requires name, address and email (no phone).
SHOP
/NISSAN

44
The Subaru site is more functional than experiential and perhaps
reflects the reputation of the brand and its product offering. The site
appears to cater better to existing Subaru owners and does less well in
promoting the brand and vehicles to new, prospective owners. The user
experience requires more clicks with multiple page loads to access deeper
content, making for a more time-consuming navigation experience. The
configuration process delivers all information in a methodical way, but it
does not make the process engaging. Overall, the Subaru site meets the
needs of the consumer but does not feel appealing.
AWARE
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/SUBARU

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• Does not provide vehicle categories to help direct the consumer to relevant models in
main navigation.
• Full vehicle lineup does show categories and allows feature filters to help guide the user.
• Site is designed for the user who is more familiar with the brand. Can be overwhelming for
first-time users.
• Segmented areas allow for visual navigation, but require user to click in and click back out.
● • Shows model highlights and sectioned features.
● • Provides all the details, but does not keep you engaged.
• Visually it is functional, but does not give you a clear path.
• Make up the experience, instead of the brand defining the path of experience.
AWARE
/SUBARU

46
• Each model’s highlights are given their own page/section, but does not allow the user to see
differences among each trim in one screen.
• Highlights are not easily distinguishable between different trims.
• Specs are broken up into sections for easier consumption.
• Pre-populated with similar-class vehicles from other competitors (3).
• Starts with default car trim, but allows user to change trim.
• Only shows 6 key features for the comparison, but keeps things simple.
• Inspirational videos of brand/culture. Not really detailed information about vehicle features.
• One video boasts one of the highlights of Subaru: safety.
CONSIDER
/SUBARU

47
• Trim selection within configurator tool includes key descriptions by flipping over each
trim option. Can filter by 4-door or 5-door to help select.
● • Provides 360° image view with color selected (exterior and interior).
●• Added options/packages do not dynamically update image.
• Options include images and text descriptions.
• Prices dynamically update as options/packages are selected.
• Offers, Financing and Dealer Inventory are available throughout build process.
• No option to chat with an expert during configuration.
• Simple vehicle summary.
• Option to Save Vehicle Configuration via created account.
• Social sharing available (however, links not working).
• Print option—simply prints page.
• Calculator option is available throughout the configuration process.
• Passes through updated MSRP as options and packages are selected.
• Gives option to apply for financing right away.
• Does not have any lease details.
• Current Offers button is always present, but does not always have a running offer.
EVALUATE
/SUBARU

48
• No presentation of contact support during shopping process.

• Only searches on selected dealer based off of initial ZIP code provided. Does not search all
local dealers.
• Inventory search takes you directly to selected dealer’s site.
• Does not send through any configuration details.
• Just a push to a dealer.
3 / Get a quote
• Does not pass through pre-populated configuration.
• “Request a quote” section gives you option of email or email and phone. (Does not
require phone number.)
• Based on ZIP code entered at initial step of process.
SHOP
/SUBARU

49
The Toyota site feels dynamic, fresh and visually appealing. The
content is informative and well organized, and the site inspires the
user to continue engaging with different features and tools within
the experience. Of all the sites explored, Toyota does the best job of
guiding undecided users to choose the right vehicle based on their
lifestyle and personality type, as demonstrated by the “Find a Toyota
that’s perfect for you” tool. Toyota’s site is marginally let down by
the configurator that requires extra steps to get finance and leasing
options which aren’t directly accessible within the summary page.
Overall, the site makes the vehicle-browsing experience fun and
worth a repeat visit.
AWARE
EVALUATE
CONSIDER
SHOP
/TOYOTA

50
• Interactive and lifestyle-based tool to introduce the vehicles and recommend
the one that’s right for the consumer.
● • Provides vehicle categories to help direct the consumer to relevant models.
● • Fun and unique—virtual Corolla test-drive mobile experience.
• Smooth vehicle-browsing experience. Use of large imagery to allow copy to breathe.
AWARE
/TOYOTA

51
• Key differences highlighted initially with option to compare more detailed
specs if desired.
• Comparison tool allows up to 3 similar class-competitive vehicles.
• Engaging product videos that help define key features.
CONSIDER
/TOYOTA

52
• Trim selection within configurator tool includes key description during selection.
● • Clean and simple Vehicle Summary.
●• Option to chat with an expert during configuration.
• The Toyota Collaborator is a unique feature that allows the user to customize
a Corolla with their friends in a Google Hangout.
• The Notebook is a unique feature of the site that helps save the configuration
for future reference.
• “Share your configuration socially” available at the bottom of the summary page.
• Creates a customized PDF of the configuration with vehicle details and pricing information.
• In the configuration summary, there’s no direct link to vehicle finance and lease options.
• Local offers displayed at the bottom of the configuration summary.
EVALUATE
/TOYOTA

53
• Option to chat with an expert during configuration, in addition to other
customer support options.
• Decent chat response times (1–2 min. per answer).
• Allows you to modify features/packages, and updates real-time search results.
• Results do not disclose local dealer details.
3 / Get a quote
• During the build process, it pre-populates selected features.
• “Request a quote” page does not mandate a phone number and home address.
SHOP
/TOYOTA

54
VW’s site looks prominently different from other OEM sites in terms
of its design appeal, navigation experience and personal tone of
voice. Users have the ability to learn about vehicle models more
through strong visual engagement than factual content. The site
lacks a competitive car comparison and trim comparison tool,which
could be a letdown for some prospective shoppers. However, the
configuration is an interactive and delightful experience that begins
to narrow down the customized model search based on ZIP code and
selection details from the beginning, so the user is always led to an
available list of 5 dealers at the end. Overall, VW’s site feels like a
refreshing break from regular OEM sites but it could certainly amp
up site features to educate users more about vehicle models.
AWARE
EVALUATE
CONSIDER
SHOP
/Volkswagen

55
• Gives full vehicle lineup and provides personality for each car.
● • Allows user to navigate full-size images of cars instead of using traditional navigation.
● • Separation of car types by layout and design.
• Full scrolling page with separated content. Allows user to navigate left/right to consume
deeper content.
● • Presents more visual emotion than factual content.
● • Doesnot enhance and promote key features of the car (e.g., technology, safety, performance).
• Provides great imagery to tell the story and gives the site a voice and personality.
AWARE
/Volkswagen

56
• Trim options have their own page of details, but no side-by-side comparison.
• Information and layout are organized and clean.
• No comparison tool.
• No specific videos about the products, just an intro to the new VW.com site.
CONSIDER
/Volkswagen

57
• Five simple steps that allow you to track the configuration process. The tool
is interactive, fun and game-like●.
• Allows user to navigate full-size images of cars instead of using traditional navigation.
● • Interactive sections isolate specific options and allow user to select.
●• Real-time inventory is updated as options are selected.
• The color selector gives the impression that the consumer has many more color options than
what is truly available.
● • Current selected configurations are displayed throughout the process.
● • Options have image and text descriptions.
● • Budget calculator option as part of the build process.
● • No Vehicle Summary page, just a real-time search result of
matching configurations.
• Text your configured model to your smartphone.
● • Share ability via email and social media.
● • Favorite option.
• Configurator allows you to define your budget and provide inventory results
based on that budget.
• Finance and lease tool results update available quantity.
• Special offers hidden within “More.” But not listed within configurator summary.
EVALUATE
/Volkswagen

58
• Live chat available but not displayed during configuration.
• Fast chat response times (1 min. per answer).
• Available inventory tool is a part of the configurator and dynamically updates
to selections.
● • The financial calculator is within the inventory selection and has the feature to
compare between finance summary and lease summary.
● • Search results include exact VIN and dealership details.
3 / Get a quote
• Name, email, address mandatory. Phone number is optional. They also have
a default message typed in the comment box of the request form.
• Find a dealer based on ZIP code and configuration results.
• Schedule a test drive based on date and time.
SHOP
/Volkswagen

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