Leading Toyota's digital evolution

Toyota Motor Corporation is one of the world's leading car manufacturers. In 1997, the Toyota Prius made automotive history as the world's first series-produced vehicle with a hybrid engine, and since that time, Toyota has put more than 23 Million electric vehicles on the road.

Toyota felt hemmed in by their existing tech stack; it was hampering their ability to deliver the experience their consumers needed and expected. With a vision to improve flexibility and increase their freedom to innovate, they set out to transform their tech stack and deliver a modern and future-proof foundation.

Toyota's legacy IT landscape included more than 1,500 websites including the domains of toyota.de, lexus.de and lexus.at. The time was right to transform the information architecture and replace the outdated Tridion architecture with a customized, high-performing DXP, Adobe Experience Manager (AEM).

During the challenging migration project, we were glad to have Valtech's flexibility and their experienced team navigating us through this mega project. Their continued focus on business value creation makes Valtech our perfect partner.

- Regine Schreiber
Manager Digital & Retail Marketing Experience, Toyota Germany

Following the successful migration, Toyota was quick to set their sights on further service improvements focused on transforming the car-buying journey.

The ability for consumers to buy cars online has become an industry game changer. By removing the need to go directly into dealerships, automotive companies are removing one of the key barriers to entry. 

Our UX teams audited and evaluated multiple scenarios over the course of a year, looking closely at the usability of the existing car buying journey on Toyota.de. The goals of the project were to increase test drive bookings and contacts to the dealer while also securing more quote requests with an overall improved user flow.   With the help of journey analytics tool Contentsquare, we delivered a series of recommendations that ultimately led to a 7% increase in conversion rates.

Our next brief was to strengthen Toyota’s position as a leader by offering alternative drivetrains and EVs in the German market.

After a review of the current state of EV communication and a competition benchmark supplemented by analytics insights, we developed a new information architecture and structure, created new content and ideated a new design language for Toyota’s EV content pages with new mobile-first templates and content components.

After launching the new electro mobility hub in Germany, the newly developed content components were also adopted by Toyota's global websites.