Lexus: Delivering a consistent pan-European presence


Since 2004, Lexus Europe's web presence has grown to span 35 countries operating in 27 languages across 42 websites.

Amaze was commissioned to produce a completely new digital presence for customers and prospects that would be in line with a bold new design direction for its cars and a fresh new brand direction for the business.

We developed a strategy, taking insights from all streams of research and blending them with requirements of the new brand direction and the business' commercial aspirations.

Our approach

A set of strategic principles was conceived, rules by which we would later invent, create, code and deploy. One such principle was a ‘content first’ progressive enhancement approach: developing a well-structured base solution that would work across all devices (from desktop - through tablet - to mobile) and then adapting them for each digital device.

At Amaze we firmly believe that knowledge and data are power, so we began with a large-scale, rigorous research programme. We set out to understand precisely where, when, why and how digital was part of the Lexus buying process, and how it compared to Lexus’ competitors and other leading brands online.

Through our research phase we found that existing content and functionality on automotive sites was not aligned with user requirements. It also allowed us to understand how digital could address Lexus’ over-arching corporate and communications objectives.

v10 devices
v10 devices
v10 devices


The site was built in the SDL Web (formely Tridion) content management system and rolled out  from its central European hub translated into 42 separate localised country sites. 

We experimented with design routes and basic structure, prototyping these in HTML5 and JavaScript to test movement, behaviour and transitions.

Once a route was defined we began designing and coding whilst simultaneously developing our content strategy for copy, imagery, video, social and interactive elements with ongoing evolutionary testing of them all.

Because this long multiple pages approach had not been tested before, we used canonical links to specify the ‘preferred’ version of a page to Google, thus connecting the content to its position in the page, changing the URL as the user scrolled down and ensuring search engine visibility. 

Once the basic structure was in place, European country was re-engaged by our Digital Operations team to start the transfer of their own content to the new site – gathering requirements, geographical idiosyncrasies and feedback. 

Our team oversaw the full rollout and translation into 27 languages, as well as local content deployment for desktop and mobile.

Find out more about our SDL Tridion alliance and how we deliver world class pan-European solutions.


European rollout was timed to coincide with the launch of a new car, allowing us to scrutinise the new product under heavy traffic. 

Since launch bounce rates have decreased and dwell time has increased, along with content visibility and lead quality. 

Thirty five countries across Europe have replicated the site in their own languages and receive on-going governance, refinement and support.