Case study · Automotive & transport

Suzuki: a digital journey for a legendary motorcycle brand.

The motorcycle market is declining globally, which is why Suzuki Motorcycles approached us to transform their online presence. The challenge was to deliver the best motorcycle website in Australia.

Sector: Automotive & transport
Service: Website design and development
Channels: Website

Website projectDigital experience

The challenge

What needed to change.

Motorcycles have traditionally been sold one way: the customer walks into a dealership, looks at the bikes on the floor and talks to a salesperson. Suzuki wanted to overcome that habit without cutting the dealer out. The website had to do far more of the work of choosing a motorcycle, so that by the time a customer arrived at a dealership they were informed and ready to buy.

Beyond the sale of the bike itself, Suzuki wanted to increase service retention, accessory sales and the uptake of finance and insurance, all of which were being left to chance at the point of purchase.

Customers also had no visibility of which dealers had their preferred motorcycle in stock, which meant wasted trips and lost enthusiasm. And all of this sat against a motorcycle market that is declining globally. The brief was to combat that decline and create the number one motorcycle website in Australia.

Approach

How the work took shape.

Our approach was to deliver a website unlike anything else in the category: visually impressive pages that guide the user through the entire journey of choosing a motorcycle and its services, with every piece of information they need to arrive at a dealership educated and ready to purchase.

Each motorcycle page highlights the benefits of the model alongside used bikes and current stock. Users can compare models and see the differences at a glance, search surrounding dealers for a model, filter by year and colour, add accessories and services, and send the enquiry to their nominated dealer.

Because it is important to empower customers to purchase from dealerships, we also developed a Build Your Bike flow to overcome the challenges of selling motorcycles online.

Build Your Bike starts with the customer selecting a motorcycle model and colour, then guides them through the available accessories and service plans, so the bike they end up with is the one they actually want to ride.

Every Build Your Bike enquiry form includes a section to register interest in Suzuki finance and insurance. At the end, the user can either pay a deposit and secure the motorcycle they have built, or send the motorcycle with all its selected accessories and services to a nominated dealer to complete the purchase in person.

The shift

The website does not replace the dealership; it sends the rider through the door already decided.

Talk to us

Planning an eCommerce website like this? Talk it through with us.

Tell us what your project needs to do, and we will help identify the next step.

Book a meeting

The work

The work, up close.

Our biggest success is how much simpler it now is to choose a motorbike online and how directly that translates into securing it from a dealership. We delivered a custom eCommerce bike builder and checkout process, with a complex integration into manufacturing behind it, and it has produced significant new revenue in online bike sales.

The website is also visually impressive in its own right, and it captures the sophistication of Suzuki motorcycles far better than the old one did.

The new end user journey removes decision fatigue, increases service retention and delivers more qualified leads to dealers. Individual dealer pages can expand into mini websites that a dealer can send its own advertising traffic to, which adds another layer of qualified lead generation and conversion.

We did not only create a new website for Suzuki. We transformed the sales process by putting the customer’s journey first, and the outcome is a smooth connection between the customer, their motorcycle and their local dealership.