The flagship BMW 7 Series needed to reinforce its premium presence among luxury vehicles after a lifecycle impulse. To engage our audience and optimize leads to dealers, we redesigned the experience of luxury on BMWUSA.com itself—creating a unique view of the 7 Series from the inside out. The redesign fused luxury, performance, technology, and design together in an experience that ultimately sparked higher engagement.

To redesign the luxury brand experience on BMWUSA.com, we needed to create a unique view of the vehicle from the inside out. Bringing design, luxury, and performance together in an experience that created more engagement, as well as a more optimized and efficient page to funnel leads to BMW dealers.

The 7 Series target customer can be a rider or a driver—or both—and 7 Series site visitors are more interested in what it feels like from the inside than what it looks like on the outside. With this key insight in mind, we were able to rethink the way that perspective plays a role in the experience of luxury. Conventional automotive experiences are designed around an outside-in approach. Our strategy was necessarily different. We focused on designing an experience that begins within the vehicle, and works outward.

In just four months, we developed an entirely new, fully responsive, and highly engaging product page that gives proper prominence to the latest images, vehicle features and pricing, the popular Build Your Own experience, and a streamlined process to book a test drive. Our AEM platform now includes 12 entirely new modules, which can serve as templates or set pieces for any GKL model launch. These components are already hard at work, not just for the 7 Series page, but for the brand-new 8 Series and X7 experiences, too.

Visitors to the newly redesigned premium site were more interested in test driving and ordering after experiencing the customizable build-your-own experience. More optimized and efficient page funnels lead directly to BMW dealers, resulting in a 90% lift in leads to BMW 7 Series model pages, a 200% lift in gallery visits, and a 14% lift in traffic to inventory.