Haval Paarl
A dealership presence for an automotive brand, local to the Western Cape.
- Role
- UX/UI Design
- Type
- Dealership site
- Focus
- Brand · Showcase · Conversion
- Year
- 2025
About
A dealership site balancing two pressures — honouring a global automotive brand language while building local credibility.
A dealership website carries more weight than a typical marketing site — it's the surface where a buyer's brand impression converts into an actionable next step.
Test drives, service bookings, vehicle enquiries: each is a real-world commitment that starts as a click. The work covered the full customer-facing site — range presentation, model pages, service booking, dealer information, and the lead-capture surfaces that connect those moments to the showroom team. The register followed the global Haval brand language, applied with the restraint a local dealership needs to feel grounded rather than generic.
The brand stays consistent; the local voice gets to breathe.
Outcomes
PLACEHOLDER — owner to supply real outcome metrics.
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Headline metric one
PLACEHOLDER — owner to supply.
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Headline metric two
PLACEHOLDER — owner to supply.
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Headline metric three
PLACEHOLDER — owner to supply.
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Secondary metric
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Secondary metric
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Secondary metric
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Secondary metric
PLACEHOLDER — secondary metrics, owner to supply.
Phase one · The brief
Global brand, local trust.
The site needed to:
- Inherit the global Haval brand language — typography, colour, photographic register — while reading as a credible local presence.
- Showcase the vehicle range with the photographic weight automotive buyers expect.
- Surface clear conversion paths for the three most important actions: test drive booking, service appointment, vehicle enquiry.
- Build local trust through dealer information, location detail, and a tone of voice that feels human rather than corporate.
Phase two · The people
Who the dealership serves.
PLACEHOLDER — a short framing sentence introducing the three buyer types the site was designed to serve.
Persona one
Role / buyer type
PLACEHOLDER — who this buyer is, their context, and what brings them to the dealership site.
What they need
PLACEHOLDER — the primary need or job this buyer brings to the experience.
Persona two
Role / buyer type
PLACEHOLDER — who this buyer is, their context, and what brings them to the dealership site.
What they need
PLACEHOLDER — the primary need or job this buyer brings to the experience.
Persona three
Role / buyer type
PLACEHOLDER — who this buyer is, their context, and what brings them to the dealership site.
What they need
PLACEHOLDER — the primary need or job this buyer brings to the experience.
Phase three · Approach
The vehicle is the centre of gravity.
The work started with the vehicle, because in dealership design that's the centre of gravity. Every other surface composes around how a buyer encounters and inspects the cars. The structural decisions:
- How a vehicle reads on the homepage and range page — the photographic weight, the spec callouts, the entry into the model page.
- How a model detail page paces information — photographic hero first, variants and pricing second, then supporting detail below.
- How the conversion surfaces sit inside the journey rather than bolted to the side — test drive on every model page, service booking from the main nav.
- How the dealership identity surfaces — location, team, hours, contact — without crowding the brand-led vehicle content.
Phase four · Design system
Inheritance and restraint.
A system tuned for inheritance and restraint. The global Haval brand language carries through to the local dealership, applied with the restraint a credible local presence needs. Most surfaces read in neutrals so vehicle photography carries the visual weight.
- Typography — global Haval type ramp, with display scales reserved for vehicle and section headlines and tighter scales for specs
- Colour — brand palette used sparingly; neutrals carry most surfaces so photography reads cleanly
- Layout — stable grid that gives photography room to breathe; consistent rhythm across model pages
- Components — vehicle hero, vehicle card, spec block, variant selector, test-drive form, service-booking form, dealer-contact block
Figma asset — Design system showcase — typography ramp, colour palette, spacing scale, and core component patterns including vehicle cards and booking forms
Phase five · Selected screens
Selected screens.
The key surfaces at a glance.
Haval Paarl homepage
Homepage — vehicle hero + range entry. Photography carries the brand; layout stays restrained.
Conversion surfaces belong inside the journey, not bolted to it. The booking and contact forms on a dealership site are the equivalent of an onboarding flow in B2B SaaS — where a casual visitor becomes a lead, and small friction has outsized impact.
— Reflections
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