Offering much improved interactive functionality and a brand new design, Subaru's new website will be the only UK car manufacturer website that allows video content to be viewed on iPhones and other mobile devices. The use of HTML5 is being rolled out across the new site throughout the year and means image-rich content is very quick to load, in contrast to the Flash-heavy websites of many rival brands. As a further bonus for mobile users, Subaru will shortly be launching a dedicated mobile version of the site.
The site uses 'adaptive content' technology, which recognises individual visitors and modifies selected images and text each time they return. The search function is 'location aware', so after typing in a place or postcode it will provide reminders of local dealer details during subsequent visits. This technology also remembers a range of other content, such as the specific vehicles that have previously been searched for.
The interactive Dealer locator map is Google based and uses reverse geocoding providing you with door to door results as well as printable routes. It also allows for partial postcode, town, street name and Dealership name search. The search can also be filtered to select sales or service only Dealerships. As with all things online these days, speed is of the essence and the Dealer locator is loaded dynamically via Ajax call, which reduces both the page load time and memory footprint.
To help visitors find their ideal car, there's a colour changer tool for every vehicle derivative, together with 360-degree animation. Visitors can compare the details of all cars in the Subaru range, and refine their choices using a range of relevant criteria, such as price, emissions and ground clearance.
Subaru UK Marketing Director, Kenyon Neads, said: "Our new website, which is ahead of the competition in so many ways, makes it easier for people to find the Subaru that's right for them based on their own specific needs. It also helps them to locate their nearest dealer and keep abreast of the latest Subaru developments. Most importantly, it does a great job of conveying why and how Subarus are unlike other cars."
As one of the first car manufacturers in the UK to adopt social networking as part of their communications strategy, the Japanese car maker has integrated the new site with social networking sites such as Twitter which provide visitors with real customer feedback about the Subaru range. More social networking services will be integrated throughout the year.Published 21 May 2010