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Toyota launches new pan-European website

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Toyota Europe has completed its roll out of a pan-European, customer-centric website that responds to the changing way that customers now buy cars.

The process started last summer, with the launch of a French site, and was completed with the recent launch of a UK site. Strategic guidance and design came from digital consultancy Amaze, which is also managing the sites. All Toyota’s 46 European websites are now operating from the same website platform, with sites designed to help customers through their purchasing journey as they travel from the online to the physical dealership and vice versa.

“The way people purchase cars is changing, with the vast majority using the internet and social channels for vehicle research before visiting a dealership,” said Karen Peeters, senior manager, digital experience at Toyota Europe. “We feel it is essential to respond to these new customer needs by offering a simple, intuitive and informative online experience that puts them at the heart of the buying process and delivers exceptional service.”

Wendy Stonefield, chief commercial officer at Amaze, said: “We’ve worked with Toyota Europe for many years and the launch of this new, pan-European website marks a landmark moment for this partnership. The traditional purchase funnel is no longer viable, with many customers likely to reject brands that offer a poor online customer experience.

“The new website helps meet these demands, delivering an excellent customer experience through a simplistic, yet intimate design and relatable messaging. Having also been involved with the site from a digital operations point of view, we have ensured all markets are set-up with Active Standards and this means we can continuously monitor the quality of these sites across Europe.”

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