Lexus has begun the roll out of its brand new European website, imagined, designed and built by Amaze.

Lexus, the luxury vehicle division of Japanese car manufacturer Toyota Motor Corporation, has begun the roll out of its brand new European website, imagined, designed and built by Amaze. The new European website will appear in 35 countries in 27 languages (42 websites in total), and showcases the luxury car manufacturer’s new brand positioning.

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, the agency 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.

User experience is at the heart of the site strategy and flexibility has been inbuilt to adapt and optimise the site, according to analytics of user behaviour. New key features include a long page approach, keeping all relevant content in one place, as well as including third party content, such as customer reviews and social media content. It also incorporates clear calls to action to improve the conversion of customers at major milestones in the buying process.

The aim was to showcase the products in the ways users want to consume the content, rather than the way car manufacturers have traditionally shown it. The site was designed with tablet and mobile usage at the heart of the thinking to maximise the consumer experience on various devices.

Chris Taylor, who manages Lexus Europe, Marketing Communications, commented, “Having worked closely with Amaze for some time, we were confident that the team would deliver a fully integrated digital strategy and website that not only demonstrates the future of digital, but also the future of the Lexus brand. The response to the new site in the UK has so far been excellent, with the Russian site due to go live in early July. We will continue the roll out to the remaining European markets and are looking forward to seeing the results over the coming months.”

Wendy Stonefield, Chief Commercial Officer at Amaze, commented, “The new Lexus website signals a new age of automotive websites. Comprehensive consumer research and analysis cemented the need for a new approach that places the site at the centre of a connected digital eco-system, giving users a variety of ways to interact with and understand the brand without forcing them down any one particular route.”

The roll out of the site to all European markets is due to be completed by April 2013.