As Lexus’ long-term digital partner, Amaze delivered the digital strategy for the brand’s European website.
The Challenge
Spanning 35 countries in 27 languages, Lexus Europe’s digital estate is large and widespread. Each country website is ‘inherited’ from a central European site and then adapted according to regional requirements. Amaze defines, develops and delivers all of these sites.
In 2011-2012 Lexus initiated three significant and transformational changes: a bold new design direction for its cars, a fresh new brand direction for its business and a completely new digital presence for its customers and prospects.
The Strategy
As Lexus’ long-term digital partner, Amaze’s brief was to deliver the digital strategy for a European website that created clear differentiation from its competitors and was truly integrated with the brand’s through-the-line positioning.
Following rigorous and in-depth consumer research and analysis, Amaze handled the complete delivery of the site, from strategy, conception and design right through to content development, build and roll-out – resulting in a solution that challenges the traditional in the automotive sector.
The Results
Roll-out began with the UK in June 2012 followed swiftly by the Russian site and the European site, with full roll-out reaching completion in April 2013.