Volkswagen is one of the world’s leading automotive manufacturers and a key driver of the German economy. Yet volatile markets, rising costs, and increasing competitive pressure reveal a clear reality: traditional sales models are reaching their limits.
“When the sales of yesterday no longer fit the reality of today, a platform is needed that thinks anew about how brands, dealer networks, and customers come together.” Dominik Müller - Head of Digital Sales Strategy and Customer Experience Management |
Together with Volkswagen Germany, we developed a digital sales strategy that goes far beyond traditional website optimization. At its core is a scalable marketplace model that intelligently integrates the offerings of both the brand and the dealerships, making them accessible to customers via vw.de. The goal was to create a platform that meets the key requirements of modern automotive sales: high visibility for vehicles and services, seamless integration of physical retail and online sales, and consistent brand experiences along the entire customer journey. The new strategy combines technological, organizational, and design perspectives and transforms vw.de from a sales channel into a digital business model with real business impact.
Modular components orchestrated for genuine user relevance
A platform strategy is only as strong as the experience it delivers to its users. That’s why the design of the digital marketplace is based not only on technical and business requirements, but above all on a deep understanding of the target audiences, built from qualitative insights, quantified usage data, and continuous analysis through integrated analytics setups.
Every single feature, from the vehicle exchange and trade-in to couponing, the configurator, and the local dealer search, was conceived, designed, and iteratively refined based on its role in the customer journey, its usage scenarios, and its contribution to conversion.
CX, UX, and UI design are not decorative layers but integral parts of the sales strategy, acting as the interface between platform logic, brand promise, and user expectations.
Vendor integration: as simple as possible, as effective as necessary.
The marketplace on vw.de follows a clear principle: it is not a pure information channel but a multi-sided business model that provides value for both target groups, customers and vendors.
In addition to an excellent user experience for end customers, it also requires a well-designed integration for dealers and partner businesses. Guided by the principle of Minimal Viable Operation, we make vendor integration as simple and effective as possible to enable quick listings of vehicles and services as well as efficient lead conversion, both digitally and at the dealership.
Our guiding principles:
Automation: Processes such as onboarding, communication, and vehicle listing management are centrally orchestrated and largely automated through the marketplace. This reduces manual effort and increases scalability.
Integration: Instead of creating new systems, we rely on intelligent interfaces. Existing dealer systems are connected bidirectionally to ensure consistent and efficient data synchronization.
Enablement: Only where existing solutions are missing or insufficient do we develop targeted new modules, connectable, UX-oriented, and easy to adopt in daily dealership operations.
The result is a platform model that creates real value for both sides. End customers can seamlessly find relevant offers, and dealers benefit from low-barrier, high-impact visibility on the marketplace.
Platform logic as the foundation for innovation and transformation
The marketplace on vw.de is more than a digital sales channel; it is the strategic platform that enables innovation. Thanks to its modular architecture, new offerings and business models such as car subscriptions, on-demand leasing, or digital services can be integrated, tested, and scaled quickly once proven successful, all without the need to create new customer channels.
The platform thus delivers immediate business impact while providing maximum agility for the future. This turns a website into a sales platform, and a platform into a driver of innovation.
Our contribution to the transformation of vw.de
Our strategies are deliberately designed to be flexible, adaptable to market changes yet clear in their objectives. The foundation for this is our consulting and design standard DlaaS® – Design Innovation as a Service, a collaborative approach that combines deep strategic thinking, user-centered design, and operational execution. The result is solutions that create measurable value for customers, partners, and the business.
In-depth analysis & research
We create strategic clarity through in-depth market, audience, and trend analyses, providing a solid foundation for sound decisions and future-ready strategies.
Collaborative strategy approach
Strategy and execution go hand in hand: iterative, data-informed, and closely aligned with all relevant stakeholders to deliver solutions that drive progress.
UX/UI design and requirements management
From genuine user needs and clear business goals, we derive concrete requirements and design experiences that not only work but create impact.
Ongoing consulting
We think ahead on both strategic and operational levels. As a reliable sparring partner, we bring structure, clarity, and momentum to complex processes.
Support through to implementation
We work side by side with the teams, ensure quality in execution, and continuously drive agile development forward until impact becomes tangible.
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