Lexus, a premium brand for the high-end consumer, needed a new, exclusive, more immersive online presence. One that appeals to the target market with new technologies, ease of navigation, simple browsing between models and a media rich experience, and all the while understand the target markets need for a speedy search as time isn’t always on their hands. So how did we revamp Lexus, making the site as premium as the car-buyers themselves?
Keeping the look and feel premium, we crafted a site that was both exciting to explore, and easy to use. De-cluttering the site, we went for a minimalist approach, keeping the layouts clean, modern and fresh, just like the car.
De-cluttering the site, we went for a minimalist approach, keeping the layouts clean, modern and fresh, just like the car.
With the primary aim of creating a more exclusive and immersive online presence for Lexus that caters for the high-end consumer, who is likely to purchase a Lexus; the new website saw a shift from primarily static content to a media rich website that makes decision making in a time-pressured world much simpler. To gauge the success of the site, we wanted to compare it to the old version, to understand whether or not target market behaviour had improved.
The website design showcases the range of Lexus motor vehicles while, at the same time, makes it easy for the user to explore each model’s key features.
Users can download a brochure if they’d prefer to save time and look at it another time.
Overall, the users needn’t spend long on the site to find their perfect vehicle.
To create an emotional connection with the brand, and give users a feeling of desire, we integrated video into the landing page, showing off the cars in action.
The site’s improved functionality and tools enable users to fully immerse themselves in the product features should they want to. This makes it easy for the consumer to select their preferred Lexus model, find their closest dealer and make a booking for a test-drive.