Back in 2014, Chrysler Puerto Rico faced a significant digital challenge: their website did not reflect the modern, sophisticated design of their new vehicle lineup. To bridge this gap, they needed a complete website redesign that would serve as a sleek, informative, and engaging digital showroom for potential car buyers. Haketi was brought on to engineer a modern web experience that would not only showcase the latest models but also provide customers with the rich, detailed information they expected.
Chrysler Puerto Rico
Project Overview
The Client
Chrysler Puerto Rico is the official distributor and representative of the iconic American automotive brand in Puerto Rico. In 2014, with the release of a new generation of vehicles, their marketing focus was on highlighting innovation, performance, and modern design. Their website was a critical touchpoint for customers in the research and consideration phase of their car-buying journey.
The Challenge
The existing website was outdated and failed to meet the expectations of the modern car buyer. The primary challenges were:
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Dated Design: The website’s aesthetic was old and did not align with the premium, modern branding of Chrysler’s 2014 vehicle lineup.
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Poor Vehicle Showcase: The product pages were basic and lacked the detailed, engaging content needed to excite customers. Information was sparse, and multimedia content was minimal.
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Lack of Detailed Specifications: Customers researching vehicles expect comprehensive data. The old site did not clearly present crucial specifications, comparisons, or feature lists.
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Subpar User Experience: The site was likely not optimized for the growing number of mobile and tablet users, and navigation to key information was not intuitive.
The Solution
Haketi developed a visually driven, user-centric website focused on creating the ultimate digital vehicle exploration experience.
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Modern and Premium Web Design: We implemented a clean, sophisticated, and modern design that mirrored the aesthetics of the Chrysler brand and its new vehicles. The new look was premium, trustworthy, and visually impressive.
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Dynamic Vehicle Detail Pages: This was the core of the project. We designed and developed comprehensive detail pages for each vehicle. These pages were structured to be a one-stop-shop for interested buyers, featuring:
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High-Resolution Photo Galleries: Stunning images showcasing both the interior and exterior of each model.
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Engaging Video Content: Integrated promotional videos, virtual tours, and feature demonstrations.
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Clear Specifications: An easy-to-read, organized display of all key vehicle specifications (engine, MPG, dimensions, safety features, etc.).
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Interactive Elements: Features like color selectors or 360-degree views to enhance user engagement.
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Intuitive Navigation: We created a clear and logical site structure, allowing users to effortlessly browse the entire vehicle lineup, compare models, and find a local dealer.
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Responsive Design for 2014: We built the site to be responsive, ensuring a seamless experience for users on the desktops, tablets, and early large-screen smartphones prevalent at the time.
The Results
The redesigned website immediately elevated Chrysler Puerto Rico’s digital presence and had a direct impact on the customer journey:
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Enhanced Brand Image: The modern website successfully aligned the brand’s online presence with the high quality of its vehicles, reinforcing a premium image.
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Increased User Engagement: The rich multimedia content and detailed specifications kept users on the site longer, allowing them to immerse themselves in the product line.
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Improved Lead Quality: By providing comprehensive information online, the website helped educate potential buyers. Customers who later visited dealerships were better informed and closer to a purchase decision.
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A Powerful Marketing Platform: The new website became the central hub for all of Chrysler Puerto Rico’s digital marketing campaigns, effectively showcasing new arrivals and promotions.
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