GM ups investment in Vauxhall's online presence

by Susie Harwood, Revolution UK 21-Aug-06, 08:00

LONDON - Vauxhall is increasing investment in its consumer-facing website in an effort to make it more engaging and interactive for users.

The General Motors-owned brand has appointed digital agency Modem Media to manage the creative design and front-end maintenance of vauxhall.co.uk.

It wants the site the play a key role in the launch of the new Corsa, its top selling car, which was unveiled at the London International Motorshow in July.

The site already provides a key reference point for existing and potential Vauxhall car and commercial vehicle drivers. Features include dealer locators, test drive requests, useful hints and tips for drivers, and information on the complete product range.

"We firmly believe our core web site should provide for the requirements of each of our audiences, and act as the focal point for our marketing activities," said Chris Evans, relationship marketing manager for GM in the UK.

"We know our existing site is functionally very rich - we are looking to develop this with greater creativity, emotional engagement and features and services that are designed to help the 'passing trade' explore our cars."

The appointment represents a deepening of Modem Media's relationship with General Motors Europe. It has worked with the firm since 1998, including developing specific site content for Vauxhall's VXR performance car brand, and work on the Opel and Chevrolet brands.

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