I've written about car manufacturers' websites before and found most to be lacklustre.
They sort of do the job but are confusing and don't look particularly elegant (see the German and Japanese big three). Volkswagen, however, has a great website - I've previously picked out its homepage for its simple messaging.
I thought I'd highlight five more features on Volkswagen's website that other car manufacturers would do well to emulate. Here goes...
1. Embedding YouTube videos
Car websites often have hosted video but it's rarely embedded from YouTube. This means it often can't be shared as easily or as nicely.
I understand that in the past some brands have been concerned about 'owning' their media, but now the future is here and it's all about sharing and search and social love.
I'm of the opinion that YouTube embeds, such as the one below on VW's fantastic 'Well worth it' campaign page, constitute best practice.
2. Lightbox 'quick view' product information
One of my bugbears with many car websites is how legacy technology often means lots of webpages, often with weird URLs, and lots of clicking here and there.
That's why when browsing VW models, it's great to click and see headline information, as well as a variety of links that I may need.
3. Content about technology
Technology is a header menu option in its own right on the VW website. In such a technology obsessed sector this feels right, yet remains an oversight for many other car manufacturer websites.
The dropdown menu lists some of the technology on board and if you click through there are 12 videos showcasing the technology.
This is fantastically snackable content that appeals to those looking for gadgets, for safety, for ease of use and for efficiency. It's not just that VW is courting a broad market... Mercedes and the like could produce similar, arguably sexier content.
And here's the video content.
4. The timeline
There's a prominent link to the Volkswagen timeline in the 'about us' dropdown on the homepage.
When you click it, you're treated to a usable search and a filter, with a couple of views in which to admire the company history. The whole thing works beautifully and, whilst I understand it might not be tied directly to revenue, it's this kind of content that automobile buffs lap up.
Whether I'm already a VW owner and want to purchase again, or a prospective first time customer, knowing about which awards certain VW models have won in 2014 (as just one example of what this timeline can surface) is certainly compelling. Not many cars need to be sold, to make up for the price of such valuable content.
The timeline allows users to view awards won by VW models, but also includes trivia, innovation, people and history.
5. Clear messaging/personas on the homepage
I've picked this out before but it's simply excellent and what all websites with several distinct user journeys or audiences should be doing.
What do you think? Which other car manufacturers are doing good things online? Do leave a comment below...
