Volkswagen

Year

Industry

Automotive

SOW

UI/UX DESIGN PRODUCT DESIGN VISUAL CONCEPT

Volkswagen Home is a place that redefines the car-buying experience. Created by automotive enthusiasts for people who are just beginning their journey. It is a space for meeting, talking and choosing a car together, instead of the traditional "salesperson vs. customer" dynamic.

Challenge

Although the new car market in Poland is growing, acquiring customers through digital channels is becoming increasingly expensive, while dealer showrooms still operate largely around price promotions and negotiations. Together with its strategic partners, Volkswagen created Volkswagen Home – a new sales model and a completely new customer experience. Our task was to design a long-term communication strategy and build awareness of this place among residents of Warsaw and the surrounding area. The key was to show that buying a car can be friendly, comfortable and based on genuine conversation, not discounts.

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What we've done

We created a website that presents Volkswagen Home as a unique place. More “home” than “sales showroom.” The Volkswagen Home hosts, instead of acting like classic salespeople, became guides to the brand world. Each customer received their time, attention and expert knowledge, and test drives were available at different times – including evenings and weekends. The service was designed to naturally encourage contact: intuitive navigation, attractive model presentation, clear financing information and a simple test-drive booking flow. We built a digital ecosystem that reflected the hospitality, quality and neighbourhood approach of Volkswagen Home.

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