Lexus Used-Vehicle Online Platform: Comparative Analysis of Major Competing Brands’ Websites

Abstract

The purchase of cars is increasingly influenced by digital. For this reason, car brands have increasingly focused on digital communication strategies in order to capture public interest in their products. This bet on digital is not only in the sale of new cars, but also in the sale of semi-new and used cars. Aware of this new market trend, Lexus Portugal has ordered the present study, which has as main objective the design of a promotion and sales online platform for seminew and used cars of this brand. This online platform is not intended to be only a website for the dissemination of the available fleet of cars for sale. It also intends to offer its user a pleasant environment; and, as the user browses the website, he will hopefully be effectively informed about the main attributes of Lexus cars, namely their high reliability. This paper focuses mainly on the first phase of this research project, where a comparative analysis was developed on the online platforms of the main competing Lexus brands.