Background

Automotive dealerships face a common challenge when presented with the opportunity to go online: how to keep the development cost at a minimum while maintaining a prestige brand and offering effective functionality. Six Sydney-based car dealerships have sought a solution from Bullseye to meet this challenge.

Business Challenge

Each dealership potentially represented different vehicle manufacturers, with some consequently selling new cars in a multi-franchise environment. The challenge was to find a cost-effective way to promote six "dealership specific" brands through one system.

The Strategy

After compiling the requirements of the dealerships, Bullseye recommended a common framework of design, functionality and content, which could then be customised for each dealership to reflect their brand.

The Solution

Bullseye developed six dealership websites driven by the same back-end system. Each site is customised with the dealers' corporate identity, vehicle images and individual content.

The websites provide details regarding the services and facilities available, and the Makes and Models of new cars sold through each dealership. Each site features a new car Showroom; complete with specifications and facilities to contact a Sales Consultant and book a test drive. Customers are also able to book a service online and browse the marques' latest news with each dealership also having its own individual news section. All of which, is cost effectively and easily managed through one single content management system.

Technology Used

Database Platform: Microsoft SQL Server 2000
Application Platform: Microsoft Internet Information Server 5.0
Other Technologies: SSL, Active Server Pages (ASP), HTML

Results

Through an innovative use of technology, a solution has been developed that allows each dealership to control their own content, while sharing the cost of development, hosting and infrastructure.

Initial feedback from the dealerships involved is strong, however the new sites are just one step in a complete branding strategy which aims to build a contemporary and credible brand profile for each individual dealership.