We took cues from an unlikely source: online dating sites. Shoppers can find their dream car based on whatever they’re looking for—color, features, or even price. The results are matching Volkswagen cars at dealerships in their area. Every car in inventory has its own profile page with images, features, specs, and payment estimator. The ability to search inventory by abstract features required an overhaul of legacy systems in Germany, new middle-layer services and integration with localized dealer inventory, automated geo-location, and a new image rendering system that generates over 10 million configuration-specific images based on manufacturer 3D CAD data.

The new site has exceeded every benchmark set prior to launch. With a focus on lower-funnel shopping activity, year-over-year gains include: a 251.6% increase in inventory searches, a 199.2% increase in the use of the Payment Estimator tool, and a 184.7% jump in Find a Dealer searches. And lead submissions increased by 73.1%, despite industry-wide declines due to consumer reluctance to divulge personal information. With a 253.7% jump in dealer site handoffs, we are also driving dealership business. Finally, VW in Germany has adopted this new design as the flagship for their future global platform.