Morgan Motors

Industry
Automotive

Background

Morgan Motors is one the oldest privately owned car makers in the world, creating unique luxury sports cars that our hand built in the UK. Eggplant Digital worked with the official distributor for Morgan Motors in China to create a car customiser, so customers can visualise their new Morgan before they order it.

Solution

Due to the complexity of building a Morgan, customers in China wouldn’t get to see their new car for many months after ordering it. From the initial order, through to the delivery, it could take up to 1 year to complete, due to the backlog of orders, shipping time and customs clearance. So aside from being able to see the showroom cars, the challenge was to let customers visualise their car before ordering and purchase, especially when they may be spending many millions of Chinese Yuan on the final car.

To solve this problem, Eggplant Digital worked with the Beijing showroom for Morgan Cars to design and build a car customiser, that would allows the sales team to show the customer the different options for the interiors, leather colour, dashboard wood, steering wheel, hood colour, paint job and many more features, before they submitted the order.

Once a customised car and been created, the sales person could show the customer the car from four different angles, create a templated PDF of the final car to print and email to the customer, creating a vastly improved sales process. The final customised car was also published online on a special link, that the customer could share on social media, such as WeChat and Weibo.

Results

The Morgan Motors distributor was delighted with the car customiser and integrated it into the sales process across all the sales offices in China. Using an iPad the sales team was easily able to convey the look and feel of the customers car during the sales process. They were so happy, Eggplant Digital was commissioned to create a further order sheet, that converted the customised car visual into the itemised purchase order to be submitted back the UK.

With over 18mb of car images, Eggplant also helped to setup the website infrastructure so the customiser would load under 2 seconds for users in China.