Two businesses, one dealer-facing site
01 — The brief
Sell chemistry and software to the same dealer
GardX has been protecting vehicles since 2003 and now sells a second, very different product line: digital tools that help dealerships convert leads and retain customers.
A dealer principal browsing paint protection and a dealer principal evaluating an AI lead-response tool are the same person in two different buying modes. Putting both on one site risks each one diluting the other.
The brief was a site that keeps Protect and Engage clearly separated, matches the global GardX brand exactly, and gives New Zealand its own commerce, contact and dealer login paths rather than pushing local buyers offshore.
Protect, split by vehicle and by problem The protection range is organised twice over: by vehicle type for cars and motorcycles, then by what is being protected, across exterior, interior, aftermarket and sanitisation.
By the numbers
One brand, two propositions
Feature
The Engage side of the site is a software sale, so it is built like one. Each product gets its own page explaining the problem, the mechanism and the proof, and every one of them ends in the same call to action: book a demo.
- A page per software product with its own proof points
- Book a demo as the single Engage conversion
- Pre-sales, sales and after-sales framing throughout
- B2See dealer login in the header
- Warranty system link for existing customers
- Separate panelbeater enquiry path on contact
Global brand, local site
Holding a worldwide brand at the New Zealand end
GardX's identity is set globally and does not bend for a local market.
The typography, the black and orange palette, the photography treatment and the campaign language all come from the group, so the build was as much about matching a brand precisely as it was about structure.
Underneath it, everything a New Zealand dealer needs is local: the enquiry forms, the shop, the warranty system, the dealer login and the news feed covering GardX motorsport and awards.
02 — The process
How we got there
- 01
Separating the propositions
Protect and Engage were mapped as two journeys with their own navigation, so neither audience has to wade through the other.
- 02
Matching the global brand
Layouts, type and imagery were built to the group's brand standards, down to the campaign lines and the full-bleed vehicle photography.
- 03
Building the product records
Protection products and shop SKUs share one product system, categorised for exterior, accessories and safety and security.
- 04
Commerce and conversion paths
The consumer store, book a demo, dealer login, warranty system and panelbeater enquiry were built as distinct routes off the same site.
- 05
News and ongoing content
The team publishes group news, awards and motorsport results in-house, keeping the New Zealand site current with the global brand.
Engage, framed by the sales cycle The software suite is presented across pre-sales, sales and after-sales, which is how a dealership already thinks about its own funnel, rather than as a list of product names.
03 — The outcome
Two sales motions, no collision
Dealers can evaluate protection and software on the same site without either journey interfering with the other.
Software enquiries arrive as demo bookings, protection enquiries arrive from the relevant range, and consumer aftercare sales run themselves through the store.
The New Zealand business now presents at the same standard as the global group, with local paths for everything a dealer actually needs to do.
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