KGM Global (formerly SsangYong Motor Company) is a Korean car manufacturer specialising in 4x4s, SUVs and pick-up trucks. KGM Motors UK is the official importer and distributor of KGM vehicles, parts, and accessories for the UK market. It is undergoing a dramatic transformation, implementing a growth strategy with the complete redevelopment of the brand’s digital experience platform (DXP) being a key step.
KGM selected the integrated marketing agency Visarc for the project because of its automotive experience and excellence in branding and web development. After a comprehensive user research study of the existing website and competitor analysis, the design process unfolded.
The result is an all-new national website that features responsive design, intuitive navigation and comprehensive data-driven product content. All vehicle colours, pricing and specifications are managed via imports and stored centrally within the website’s database. This information is syndicated within the DXP out to the network of dealer websites, all of which feature in the dealer locator. The platform offers multiple opportunities for prospects and customers to connect with the KGM and makes use of marketing automation services where applicable.
The easy-to-use Umbraco CMS allows Visarc’s non-technical account management team to safely test content on staging before it gets pushed to the live customer-facing website.
The national website also integrates several microservices including a Customer Zone which acts as customer front-end to Salesforce data; a Vehicle Valuation App which connects directly to the UK vehicle valuation API from CAP/HPI (Solera Inc.); a used car locator. All of these developments are newly coded.
From a performance perspective, the national website is working exceptionally well, delivering 325% year on year growth in test drives during February this year. We have also seen significant growth in brochure requests despite also having to migrate the websites
