Digital | Strategy Automotive Case Study - Proton Cars UK

Digital

The Challenge

Proton is a Malaysian based car manufacturer who began their presence in the UK market in the late 1980s, selling up to 15,000 cars a year. Since 100% buyout of Lotus Cars in 2003, personnel from Lotus are closely involved in Proton's new model development in the UK and Malaysia.

The Proton website was underperforming by failing to deliver the targeted number of visitors, brochure requests or test drives. With competitor spend significantly ahead of their own, Proton recognized that this was an area of significant potential.

BGD were asked to plan, design and deliver a solution that would enable them to not only match, but surpass their competitors' web offerings whilst also increasing the leads it generated in order to ensure the maximum return for the investment.

The Solution

  • Review the existing site and all other digital activity
  • Analyse the websites of their major competitors along with their online and offline communications
  • Review Proton's corporate branding and visuals across all media
  • Reviewed of web fulfilment material and processes

We undertook a 2 stage website redesign initially to showcase the new model within their existing site to match the launch of the new car. This was followed by a total redesign of the site to show all Proton models and surpass customer expectations.

The success of the redesign would be measured by its ability to deliver an increased volume of brochure requests and test drive requests leads for the dealer network.

The Results

Following the launch of the new corporate website we have seen:

  • Visits increase by 75%
  • Unique visitors increase by 31%
  • Exits from the homepage decrease by 14%
  • Brochure downloads increase by 120%
  • Brochure request increase by 267%
  • Test drive request increase by 650%
  • The website has just won “Best Website” at the Creative East Awards 2008

Visit the website: www.proton.co.uk

Our Work