Peugeot

European dealership websites

Unified template websites for Peugeot’s European dealer network

Peugeot started making cars in 1889. They’ve always been at the forefront of reliable engineering and stylish design, but in recent years the brand’s positioning became somewhat fragmented.

We have started to unify the experience in the first place customers see – the dealer websites. So Peugeot asked us to develop a unified website template for all its dealerships in the UK, France and Germany.

Understanding how customers interact with dealers and what influences the final purchase decision was critical in understanding website users’ attitudes and needs. We started off with research into Peugeot owners’ attitudes towards their car, like whether they view their it as an extension or reflection of their personality, or simply as a practical tool – devising a spectrum of emotional and pragmatic motivation – which in turn enabled us to develop meaningful user journeys.

We created a series of different designs for dealerships to choose from. The sites capture the three main types of user (new car buyer, used car buyer and after-sales) and deliver content that is relevant, timely and useful.

The template sites, which conform to Level 2 Accessibility standards, are being used by more than 2,000 agents and dealerships in France alone. They help unify the brand’s communications at all major touch points, support tactical promotions and national brand advertising messages, and provide dealerships with sites perfectly optimised to increase sales.