Car Manufacturer website strategy - AudiUSA.com

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AudiUSA.com - Exciting Audi Customers Behind the Wheeland Online

AudiUSA.com - Exciting Audi Customers Behind the Wheel and Online

For: [name removed]

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Creating a Modern, Customer-Centric Web Presence

Does the current web presence of Audi of America

› excite visitors?

› create interest for potential


› create interest for potential buyers?

› serve existing customers?

› present a modern Look & Feel?

› connect Audi customers?› generate maximum revenue through sales, service andaccessories?

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6 Words. 1 Strategy.


Excite. Create. Serve. Present. Connect. Generate.

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Superior online content - but hard to find


How it is:

AudiUSA.com has high quality

web content but the menu and the

categories are not intuitive.

How it should be:

A moderate facelift, a new

structure and Web 2.0 features

can help AudiUSA to build a digital

relationship with its clients while

increasing revenue.

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Homepage

How it is:The main layout of the website has not changed over the past 5 years. The top level navigation does not show the level of detailed information that is available.Adjusting the menu to the right is consistent with the German Audi

Superior online content - but hard to find

Lifestyle

How it is:Driving ‘Audi’ is Lifestyle. Therefore it should not be a link among others in the navigation. Containing a total of 17 (!) sub-categories – this category is overwhelming the visitor. Too many different topics are under this category title.

Store

How it is:Navigating the Audi store is not easy. The menu is confusing and misleading. ‘Shopping’ in meaning of looking around is tedious and up- or cross-sales are non-existent. For car accessories: only latest models are serviced.

Audi Owners / Service

How it is:Car Plan, Warranty, Roadside Assistance etc. are helpful items for owners. But the current Audi owners will be this year’s or next year’s car buyers, however any cross-sales features are missing.

See All Models

How it is:AudiUSA has short term memory -‘All Models’ does only show the latest models. If the visitors own or drive an older model and requires assistance or information (oil type, tire pressure, accessories) - they are disappointed with this category.


consistent with the German Audi website – but inconvenient for the web user. Right menus were experimental and customer surveys show: menus are expected to be on the left or at the top.

How it should be:Today’s Web 2.0 Home pages are either minimalistic (apple.com) or media-rich (abcnews.com). AudiUSA should present media-rich content for several target groups on the Homepage.

this category title.

How it should be:The elements should be re-structured to target Audi Owners, Enthusiasts, Sports etc. Most of these elements should be promoted on the Homepage and by using Info-Boxes throughout the web site.

How it should be:Car and Driver Accessories contain significant potential for online revenue and also to maintain and improve the relationship with the car owner. The Audi store should be easy to navigate, should recommend products and show customers opinions. Gift Cards, Tell a Friend and Coupons are a good start. Creating an online community would exceed user expectations.

How it should be:Audi drivers are a community. This category should list a forum how owners can discuss current models, maintenance of the car, sports events, economic driving –even share photos.AudiUSA should use this category to promote upcoming car releases and offer test drives. These visitors will be the next customers.

disappointed with this category.

How it should be:‘All Models’ should focus on the newest models – but it should notleave out the older models. ‘New Models’ should contain more than features and spec sheets. These cars are Lifestyle. Adding opinions, test drive reports and 3rd party PR will improve the experience. Here, AudiUSA.com can create an long-lasting and mutual beneficial relationship with Audi customers.

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Lifestyle

Audi Store

New Structure: Homepage as Access Portal

Dealerships & Service


Ask the Experts News

Community

Previous Models

MyAudiLogin

AudiUSA.com

The Homepage should allow the visitor to find interesting and required information easily.

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AudiUSA content should be accessible by Home, Office, Street, Air or Mobile

Web Access AudiUSA.com Mobile Access

mobile.audiusa.com

AudiUSA.com: accessible by any means


Connect with Audi

Communication goes both ways: Audi RSS, XML Feeds, SMS

B2B Audi Portals, Fleet management, Company Intranets

Online Access through Car Instrument Panel

Web Access through related websites:

truthinengineering

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Excite

Mobile access and Mobile content: traffic

Create

Targeted sales content to turn owners of

Serve

Warranty, Service and Service Location

Present

Details on models and the company

…a few examples of new ideas & features…

Connect

Newsletter


Mobile content: traffic warning, updates, tips

Experts answer to FAQ:- Maintenance- Green Driving- How to‘s ...

Sneak Previews- New Cars- New Features- New Sports

to turn owners of older models in owners of new models

Trade-Up programs

Accessory sales

Dealership specials near the visitors location

Service Location information

Information, links and products for older models

Collecting Feedback and suggestions

Providing a platform for Audi enthusiasts to meet & exchange

the company

Videos

Editorials (PR, Why to choose Audi, Reviews)

Videos, Flash Demos, Photo Galleries, Opinions, SMS, MMS, Emails

Generate New clients, Strong Relationships, Additional Revenue

MyAudi with user account, alerts, specials

Forums

Customer Feedback, Ratings, Reviews

User profiling, by $value, location, model...

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More than a website: A digital sales channel

NewDigital Sales Channel:

AudiUSA.com

Accomplishing the Goal:


Expertise Resources:Time, Budget

Participation:Sales,

Marketing, IT

C-Executive Level Sponsorship

Managing the gap:

Strategy to Results

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Managing the gap: eBusiness Development


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Recommendations for revenue and service


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Excite. Create. Serve. Present. Connect. Generate.


Thank you

Automotive

Car Manufacturer website strategy - AudiUSA.com