Design Concepts

The location of Elites showroom (Switzerland) could be used visually as a way of promoting them. Almost all car adverts use the ‘formula’ of a car driving around an empty mountain road situated within a dramatic landscape. It is part of the car owners (or aspiring car owners) fantasy of the experience of driving a great car (Elites pay-off line is ‘We Sell Emotion’).

If the customer is travelling to Switzerland or within Switzerland to reach the Elite showroom, this journey could be incorporated as part of the appeal of buying from Elite, as the beautiful landscape of the Alps is a perfect backdrop for this driving fantasy.

However, Elite is keen to show their customers the tuning products they sell and their tuning services as well as the complete cars so we need to show the Journey of the car itself.

We can begin with the parts, then the serving/tuning, which brings the parts together, then the car as a whole embarking on its journey through the landscape.

This journey could also work in reverse, a car owner who has experienced the driving journey, takes the car to Elite for tuning/servicing and has these parts replaced/upgraded to enhance the performance of the car.

For the site design, a multi panel Flash interface (similar in style to lamborgini, 2advanced etc..) would show each stage of the ‘Journey’ in the navigation, which lead the customer to either parts, serving/tuning or car retail sections.

The Home page could have a movie which combines animation with video to show the ‘vision’ of the journey the client embarks on when dealing with Elite. The movie begins with a ‘blueprint’ style animation, showing the vector lines of the car coming together, and then 3D modelled parts are introduced which lock into place as the car builds up, the complete model then drives out into the landscape of Switzerland.

A virtual agent may be used to assist the customer, a guide for their journey helping them navigationally with where they want to go, as well as providing additional information, which would come as spontaneous responses (which come via the information in the site databases) to specific customer enquiries.