Client
Astara Poland
Brand
Mitsubishi Motors
Scope
Automotive Digital Experience
The importer’s website, dealer websites, model catalog, configurator, stock cars, campaigns, dealer locator, and contact forms. From the customer’s perspective, it’s one brand and a single journey toward buying a car. On the organizational side, however, these are often separate systems, teams, and publishing processes.
For Astara Poland and Mitsubishi Motors, we built Automotive Digital Experience—a shared digital platform for the importer and the entire dealership network. The importer centrally manages the brand, vehicle data, prices, promotions, and key content. Dealers automatically receive up-to-date materials while maintaining space for local offers, communication, and positioning.
The result is a single digital product that combines central control with local performance.
The problem was not a single website, but the entire ecosystem
A customer looking for a new car doesn’t stop to think about which step is handled by the importer, which by the dealer, or which by an external tool. They expect information about model options, equipment trim levels, pricing, availability, and showrooms to be consistent everywhere. They want to move seamlessly from exploring a car to configuring it, choosing a dealer, and submitting an inquiry without changing logic, design, or user experience.
On the organization side, the situation is more complex. The importer is responsible for the brand, model lineup, specifications, national campaigns, and communication standards. The dealer handles local sales, requiring their own offers, contact details, branch and staff information, localized content, and control over local SEO.
The previous environment hindered further growth and required heavy manual effort. The same information about models, offers, or campaigns went through multiple separate publishing workflows. Every change meant extra work and increased the risk of inconsistencies.
Therefore, it was not merely about redesigning a single site. It required designing a new operational model for the entire digital ecosystem of Mitsubishi Motors in Poland.
Single source of content, multiple publishing contexts
At the heart of Automotive Digital Experience is a dedicated CMS that combines structured automotive data, a component library, and multi-site support.
The importer can prepare a model page, offer, campaign, or landing page once, specify the appropriate publishing context, and publish the content centrally. Dealer websites automatically inherit assigned content. Thus, an update made in one place reaches the right websites without manually repeating the work across the entire network.
This transforms the role of the central CMS. It is no longer just an admin panel for the importer’s website; it becomes an operational environment for the brand, products, campaigns, and sales network.
However, centralization does not mean all dealer websites look and communicate identically.
Each dealer operates in their own context and has access only to their specific site. They can manage local offers, staff, locations, contact details, opening hours, articles, sliders, additional sections, and SEO settings.
The importer maintains brand and product consistency. The dealer retains control over what actively supports sales in their local market.
Vehicle data managed as a product
In the automotive industry, a generic content model quickly falls short. A car is not a simple card with a title, photo, and price tag. It comprises models, model years, trim levels, engine options, exterior colors, interior upholstery, accessories, and 360-degree interactive galleries. These elements create dependencies that must function identically on model pages, in the configurator, in special offers, and across other site modules.
In Automotive Digital Experience, vehicle data follows a single, structured schema. As a result, one dataset feeds multiple customer touchpoints, eliminating the need for teams to maintain separate, disconnected versions of the same product truth.
Based on this foundation, key experience modules were built:
- Catalog and model pages
- Car configurator
- Offers and stock vehicles available immediately
- Campaign pages and landing pages
- Dealer locator
- Contact and lead forms
- Articles, sliders, downloadable files, and external assets
These modules leverage shared data and components while addressing distinct customer needs. The model page helps users explore the car. The configurator lets them customize a variant. The list of available stock cars shortens the path to a specific deal. The dealer locator and inquiry forms transition interest into a local point of sale.
Dealers receive a ready base and tools for local sales
In many projects, centralization ends up restricting local teams. Here, the premise was different. Shared content had to be managed once, while dealers still needed the ability to react quickly to local demand and vehicle stock.
Therefore, a dealer starts with an up-to-date foundation provided by the importer and enriches it with their own local context. They can publish local promotions, showcase available inventory, highlight branches and departments, expand contact sections, and build custom pages from approved components.
A visual editor allows building responsive subpages, reordering sections, adding call-to-action (CTA) buttons, and previewing results before publishing. Permission controls and site scoping safeguard the network structure. A dealer cannot tamper with another dealer’s content or areas reserved for the importer.
In practice, the platform distributes responsibility precisely where it makes sense: central management controls what is shared, while dealers manage what is local.
A seamless path from model discovery to dealer contact
The platform architecture is tailored around the entire customer journey. A user can explore the lineup, view a chosen model, configure a vehicle, check available offers, find a showroom, and send an inquiry. Every single step is part of one unified experience.
UX research confirmed that this logic is clear to users: 97% of participants rated the homepage as modern and appealing; 93% found navigation clear and intuitive; 97% successfully completed a car configuration; and 83% navigated the lead inquiry path effortlessly.
These results are significant because they address critical conversion moments. A strong visual impression builds initial engagement, but successfully completing configuration and inquiry submission proves that the platform truly supports buying intent.
Analytics as a shared layer across the entire ecosystem
The platform also standardizes measurement. A shared dataLayer specification, Google Tag Manager, GA4, OneTrust, and Consent Mode form a unified analytics layer for both the importer website and dealer sites.
The implementation covers 47 events verified in the production environment, tracking behaviors related to content, navigation, dealer selection, vehicle configuration, and lead forms. Reports in Google Data Studio present insights from both the importer’s and individual dealers’ perspectives using unified KPI definitions.
Consequently, comparing performance no longer requires reconciling what constitutes an offer view, configuration start, or lead submission on different sites. Data informs product development decisions without replacing the experience itself. A cohesive customer journey was created first; only then could it be reliably measured and optimized.
What Automotive Digital Experience changed
The most significant change lies in how the entire Mitsubishi Motors ecosystem is managed.
Updating a model, campaign, offer, or landing page can be done once and deployed across the designated dealer websites. Dealers receive updated brand and product content, allowing them to focus their time on local sales efforts.
A shared data model and component library simplify the development of future features. New experiences do not need to be built as separate projects with custom data structures and publishing logic. A single product can now be developed to support multiple sites, roles, and contexts.
The impact is evident across four areas:
- The importer manages shared content and publishes it at scale across the entire network
- Dealers utilize a ready-made foundation and drive local engagement
- Customers enjoy a seamless, consistent journey from model exploration to inquiry
- The organization measures all sites against identical performance standards
One product for the brand, the network, and the customer
Automotive Digital Experience unified the importer site, dealer websites, vehicle data, offers, and conversion paths within a single managed environment.
The importer gained central control without manual duplication of content. Dealers received tools for local sales activation without breaching brand standards. Customers experience one cohesive ecosystem whether they are learning about a model, configuring a car, browsing available stock, or selecting a showroom.
This is what a shared Automotive Digital Experience truly means: one platform, clearly divided responsibilities, and the full customer journey delivered as a single digital product.
If you want to streamline your importer and dealer network digital ecosystem, let’s talk about an architecture that connects central governance with local sales.
