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FCA | Chrysler

Evolving Chrysler.com in both utility
and in the role of the brand

Evolving Chrysler.com in both utility
and in the role of the brand

Chrysler was at a turning point in their company's history and storied comeback. While their broadcast and print commercial efforts began to captivate the American public, their web presence lagged behind. Our objective was to evolve Chrysler's automotive website experience in both consumer utility and in the role of brand. The new Chrysler.com incorporated smarter functionality, while bringing the Chrysler brand aesthetics and ethos to life in a way that reflected their vehicles – clean, modern, and thoroughly American.

The design was based on a mobile-first mentality – one that lends itself to a seamless and consistent user experience across devices. Among our key considerations were information accessibility and bridging the fragmented experiences of the naturally lengthy car buying process. We needed to execute this with a striking digital interpretation of the brand’s new optimistic look, feel, and values. Not only did this new digital home stand out among automotive sites, it built upon the most contemporary visual design practices across trades – a combination that put Chrysler at the leading edge of global brands online.

The updated Chrysler.com now offered dedicated pages that contain model-specific features and stories. Also embedded throughout the site is the Chrysler Group model compare tool, allowing shoppers to contextually compare features across all models in a given vehicle family. We had also taken the shopping experience a step further by personalizing the shopping tools; localized pricing throughout the site enables users get a more accurate representation of financing, inventory, special offers and the like based on their IP address in geolocation to their local dealerships. This functionality enables local Chrysler business centers to tout their key products and the best possible price for those products, something a national approach could not allow for.

Overall the site content became stronger and more thorough; the new architecture afforded more relevant and engaging media as well as an unprecedented level of technical information, while digestible amounts of brand copy directed users to key features. The overhaul of Chrysler.com's design and functionality earned it Best-In-Class Automotive Site (Interactive Media Awards), a Gold for Interface and Navigation in the American Advertising Awards, a Top-Ten Ranking and Top-Five Ranking by JD Power and Associates. A year after launch Chrysler.com became JD Power's Highest-Ranked Non-Luxury Automotive Website.


2015 J.D. Power & AssociatesTop-Ten Automotive Website – Chrysler.com

2015 J.D. Power & AssociatesTop-Five Automotive Mobile Site – Chrysler.com

2014 J.D. Power & AssociatesTop-Ten Automotive Website – Chrysler.com

Interactive Media AwardsBest-In-Class Automotive Site – Chrysler.com

American Advertising AwardsDigital Creative Technology, Interface & Navigation – Gold