Reference project

Full speed ahead into 40 markets: Volkswagen website rollout

Mobility of tomorrow: The Volkswagen Group is in the midst of its transformation from an automobile manufacturer to a software-centered provider of sustainable mobility. Mobile online services and the connected vehicle are also playing an increasingly important role on Volkswagen's global website. With an international content rollout in 40 markets and 30 languages, content on the topic of connectivity is finding a new home worldwide. 

The challenge

Optimal international placement of content

On its global website, Volkswagen bundles all content on vehicle models, offers and products, services, the brand experience and all other services such as test drives, financing and used cars for customers around the world. The topic of connectivity is becoming increasingly relevant internationally and - based on the German master content - was to be rolled out in 40 Volkswagen markets and 30 languages. The first step was to set up flexible workflows for communication between all stakeholders in order to localize the content precisely and efficiently. The second step was to ensure that the content, including digital assets, could be maintained centrally in the AEM content management system. Another challenge was to facilitate and proactively manage the intensive coordination between the Volkswagen Group and the 40 local contacts. This meant that the local characteristics of each market could be taken into account in every phase of the rollout.

Our solution

Creating agile and transparent processes

With our years of experience in localization and international content rollout for Volkswagen, we were able to plan all relevant rollout processes early and efficiently. The rollout plan included all steps from efficient translation management with clear cyclical processes to software-based automation and the provision of pre-translated content for the markets involved. We established centralized support and intensive quality assurance for translations and market changes, taking into account country-specific requirements. Thanks to a constant exchange of experience, helpful information material for a smooth transfer of knowledge and seamless documentation, we were able to manage all project phases in an agile and flexible manner. Close cooperation with external project partners helped us to make communication as transparent as possible.

The result

Optimal mix of uniquely branded content and localization

As experts for rollout and localization, we were able to implement the successive launch of 40 country websites on schedule in just 3 months. With our support, all participating markets received quality-assured content that took into account both Volkswagen brand specifications and local requirements such as legal regulations or cultural peculiarities. As a service for the markets, the content was entered centrally in AEM and continuously updated. On this basis, we will continue to support Volkswagen in the future with updates and content-specific additions.