Jeep Ukraine

The Task: A Global Brand in a Market Its Owner Thought Too Small

Jeep Ukraine did not need one more corporate website. It needed a system for the whole country: the brand, every official dealer in every major city, the cars in stock, the trade-in offers and the brand's social media, all speaking with one voice and meeting the standard of the global Jeep brand.

The hardest part was not technical. At the time, Fiat Group considered the Ukrainian market too small to justify a flagship digital product. We argued for the opposite: buyers in Ukraine deserved the same experience as buyers in larger markets. Opinions would not have changed that decision. Only a product good enough to change the conversation could.

One Platform: the Main Hub and a Site for Every Dealer

We built the platform as a hub with branches. The main site presented the brand and the full lineup for the whole country. Every official dealer received its own site on the same platform, with its city, its contacts, its cars and its offers, in the look of the brand. A visitor could start on the national site and finish at the nearest dealership without the feeling of having left Jeep.

For the dealers this meant one system instead of a dozen separate sites: the same standards, the same updates and the same quality of presentation in every city, and no need for each dealership to build and keep a site of its own.

Stock, Offers and Trade-In in One Place

The platform gathered the dealers' stock in real time: new cars, promotional offers and trade-in cars available for purchase. A buyer saw what was actually available across the country, not a catalogue of cars that might arrive one day.

Trade-in became part of the same path. The cars a dealer took in were offered on the same platform as the new ones, so the whole network sold them through one channel, and a buyer looking for a used Jeep found it in the same place as a new one.

The Wrangler Configurator

One of the highlights of the project was an interactive Jeep Wrangler configurator. Visitors could explore different versions of the car through an engaging experience that was well ahead of the local automotive market at the time. It also served the argument with the brand owner: proof that a market regarded as secondary could deliver a digital experience on a par with much larger ones.

The platform took about six months to build and included many custom features, from the dealer structure to the stock and the configurator.

Social Media: the Same Voice in Every City

We also ran the brand's social media. Here the story is close to our cases for the Mercedes-Benz and KIA dealerships in Kharkiv: the feed had to carry the character of a global brand, not just photographs of cars at a showroom. Jeep is about the road beyond the asphalt, about freedom and the legend of the Wrangler, and the feed was built around that: mountains, rivers and rocks, and a red Wrangler Rubicon in places where other cars do not go.

The difference was scale. For Mercedes-Benz and KIA we worked for one dealership in one city. For Jeep the social media worked for the whole network: the brand's news and the lineup led people to the platform, and the platform led them to the dealer in their own city.

Each post series took one theme and showed it from four sides: a red Grand Cherokee, a white SUV on a winter bridge, the Wrangler in the mountains and in a river, a black car from every angle, the details of the interior, the earlier generations of the Grand Cherokee, the Wrangler in the surf, one model in four colours.