In 2014, Dodge’s vehicle lineup was defined by aggressive styling and raw performance. However, their digital presence in Puerto Rico lacked the muscle and attitude to match. The existing website was outdated and failed to capture the energy of their cars. Haketi was commissioned to execute a complete website redesign, creating a bold, aggressive, and informative digital platform that would function as a high-octane showroom for the modern Dodge brand.
Dodge Puerto Rico
Project Overview
The Client
Dodge Puerto Rico is the official brand representative for Dodge in Puerto Rico, a name synonymous with American muscle, performance, and in-your-face attitude. As they launched powerful new iterations of models like the Charger and Challenger, they needed a website that would not just inform, but excite and engage a new generation of performance enthusiasts.
The Challenge
The previous website was a major roadblock in the customer’s journey, failing to represent the brand’s core values. The key issues were:
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Tame and Dated Design: The website’s look and feel were generic and passive, creating a jarring disconnect with Dodge’s bold, high-energy brand identity.
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Underwhelming Vehicle Showcase: The product pages did not do justice to the vehicles. They lacked the dynamic content needed to convey the power, sound, and feel of a Dodge.
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Inaccessible Performance Data: Crucial performance specs like horsepower, torque, and engine details were either missing or difficult to find, frustrating knowledgeable buyers.
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Poor User Experience: The site was not built for the modern user, with clunky navigation and a subpar experience on tablets and mobile devices.
The Solution
Haketi engineered a new digital experience that put performance front and center, embodying the spirit of the Dodge brand.
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Bold and Aggressive Design: We created a visually impactful design language using a darker color palette, sharp lines, and bold typography. The entire aesthetic was crafted to feel energetic, powerful, and unmistakably Dodge.
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Performance-Focused Vehicle Pages: The heart of the redesign was the new vehicle detail pages. We built a comprehensive showcase for each model, emphasizing the specs that matter most to enthusiasts:
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Dynamic Multimedia: High-resolution galleries of aggressive angles and detailed interior shots, alongside videos of engine sounds, burnouts, and track performance.
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“At-a-Glance” Performance Specs: Key data like horsepower (HP), torque, and engine type were displayed prominently.
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Detailed Feature Lists: Easy-to-digest information on performance packages, technology, and safety features.
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Action-Oriented Navigation: The site’s structure was designed to funnel users toward exploring models, viewing inventory, and finding a local dealer to schedule a test drive.
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Modern Responsive Framework: The site was developed to provide a consistent and powerful experience across desktops, tablets, and smartphones, ensuring the brand looked great on any screen.
The Results
The redesigned website provided an immediate and powerful boost to Dodge Puerto Rico’s marketing efforts.
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Authentic Brand Representation: The new site perfectly captured the brand’s high-octane attitude, creating a digital experience that was as bold as the cars themselves.
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Dramatically Increased Engagement: Users spent more time on the site, deeply engaged by the rich media and detailed performance data.
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Higher Quality Leads: The website effectively pre-sold the excitement of a Dodge. Customers arriving at dealerships were more knowledgeable and passionate about specific models and features.
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A Hub for High-Energy Campaigns: The platform became the perfect digital centerpiece for launching new models and promoting high-performance events and offers.
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