Isuzu Paarl
A dealership presence for a utility-led automotive brand.
- Role
- UX/UI Design
- Type
- Dealership site
- Focus
- Dual audience · Conversion · Brand
- Year
- 2025
About
A dealership site whose register followed the brand (practical, durable, utility-led) while supporting two distinct buyer journeys.
Isuzu's reputation in South Africa is built on bakkies and commercial vehicles: vehicles people rely on for work, not just for image.
The dealership site needed to reflect that register: confident, practical, clear about what each vehicle is built to do. The work covered the full customer-facing site: range presentation across consumer and commercial categories, model pages, service booking, dealer information, and lead-capture. Two parallel journeys, private buyer and commercial buyer, had to share the same site without either feeling like an afterthought.
Give each audience a clear path without fragmenting the brand or the system.
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
Two audiences, one brand.
The site needed to:
- Inherit the global Isuzu brand language while reading as a credible local dealership presence in the Western Cape.
- Showcase the range across consumer (bakkie / SUV) and commercial (light commercial, fleet) categories without collapsing them into one generic listing.
- Surface clear conversion paths for test drive booking, service appointment, vehicle enquiry, and fleet / commercial enquiry.
- Carry the brand's utility-led voice (capable, practical, trustworthy) without slipping into marketing platitudes.
Phase two · The people
Who the dealership serves.
PLACEHOLDER: a short framing sentence introducing the three buyer types the site was designed to serve (e.g. private bakkie / SUV buyer, commercial buyer, fleet manager).
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
Start with the vehicle.
The work started, again, with the vehicle. In dealership design that's the centre of gravity. Around it, the structural decisions were:
- How consumer and commercial categories sit on the homepage and in navigation: clearly distinct, but not so siloed a private buyer can't find an SUV.
- How a model detail page paces information: photographic hero, variants and pricing, then supporting detail, shifting register where the audience does.
- How the conversion surfaces handle the dual audience: test drive for private buyers, a separate fleet / commercial enquiry path for business.
- How the dealership identity surfaces (location, team, hours, contact) without competing with the brand-led vehicle content.
Phase four · Design system
Utility and clarity.
A system tuned for utility and clarity. The global Isuzu brand language carries through, applied with the restraint a local dealership needs. Neutral surfaces let vehicle photography read cleanly across both lifestyle and worksite contexts.
- Typography: global Isuzu type ramp, with display scales for headlines and tighter scales for specs, payload numbers, and fine print
- Colour: brand palette used sparingly; neutrals carry most surfaces so photography reads across lifestyle and worksite
- Layout: stable grid that gives photography room to breathe; consistent rhythm across model pages
- Components: vehicle hero, vehicle card (range / commercial / featured), spec block, variant selector, test-drive form, commercial-enquiry form, service-booking form
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.
Isuzu Paarl homepage
Homepage: vehicle hero + range entry. Utility-led brand voice carried into the first surface.
Designing for two parallel audiences inside one site is a real information architecture problem, the same one that shows up in B2B SaaS when a product must serve both an end-user and an administrator. Give each a clear path without fragmenting the system.
Reflections