Young generation in BMW, Middle-aged Mercedes
Our group’s topic is Mercedes Benz. I will choose BMW as a competitor.
BMW’s website using black as main color, makes me feel more technology and creative. On the home page, a pink-hair girl sitting in a BMW was attracted my vision. Bring Dynamism, Vitality, Energetic to users.
The auto industry has spent decades finding new ways to attract potential buyers, and BMW is no exception. Their bold online presence, logo-led colors and sleek style have made the company a leader in the automotive industry.
Collaboration is a key promotion here, to showcase the next generation operation that BMW is currently working on. With other artist from different areas, to attract people from different interest. Reflect the personality of the brand, showcasing more of a young generation brand awareness.
Their landing page is highly visual with several call-to-action buttons that invite users to learn more about the services and products they offer. The images used are stylish and warm, attracting users with a sense of belonging. Overall, rich visual features work well to capture buyers’ attention and entice them to learn more.
The lower image carousel allows potential buyers to view multiple mockups, leading them to follow the call-to-action button to find more information, while the extensive footer menu provides all possible avenues of information needed at a glance.
Certified Pre-Owned pages feature bold, eye-catching colors. Featuring an engaging and eloquent welcome text, followed by a well-laid information section with a call to action. Sleek and stylish website designs feature images that give the impression of power, class, and prestige. These images fit nicely with the ideal market BMW is after, which is a responsibility with a little bit of risk.
The entire pyramid layout directs users to special offers, with several buttons providing options for more information. The bold color of the call-to-action button creates a very exciting feel to the page and fits well with the overall UI. The Special Offers page brings together the entire user experience, providing the information most potential buyers are looking for. The images and calls to action are meant to inform users of important protection and authentication information, while there are other calls to action leading to loan information.
Overall, the design of the BMW website is very bold, from the colors to the imagery. They chose to rely heavily on the stylish presence of the vehicle in the images they chose to have a strong impact on consumers, and the overall effect was very successful.
Smooth Navigation
BMW’s navigation menus make full use of screens to provide a thorough, logical breakdown of website pages. Customers can view all of BMW’s models without even navigating to a new page. Each navigation section provides users with the most relevant call-to-action buttons, a step toward a quick and easy purchase. BMW’s navigation works just as well for casual browsers as for task-focused shoppers.
BMW Mobile App
The app saves your time and lets you lock or unlock your BMW and activate the climate control, anytime and anywhere. Simplified UX helps you find your car in a panic situation. A single tap can find dealers and schedule service appointments.
BMW vs Mercedes-Benz
The Mercedes-Benz website also has a content carousel as the focal point of its homepage, promoting their hybrid models and click-and-collect service.
The Mercedes-Benz homepage is just as useful, with no overarching brand narrative. Aside from the image carousel, the only feature on the homepage is a navigation panel showing their car model. This is a technically flawless feature that allows the user to view various vehicles without refreshing the page or navigating further. However, it does not provide the visual punch users expect from luxury brand homepages.
Conclusion
Both luxury car giants provided consumers with useful, design innovative and User Friendly website designs. The contents are entertaining and inspiring stories.
I think, overall, Design should also awaken passion, a passion for cars and a desire to own a model. “Love at first sight” has long been a slogan with realistic connotations in the automotive industry. After falling in love at first sight, one of the main tasks of a designer is to build a lasting relationship and maintain a relationship that lasts for many years. The psychological arc goes from familiarity to awareness to brand awareness. It’s not just a matter of creating personal products that look great and fully functional, but it’s a matter of generating a brand identity at the same time.
