Volkswagen's new website borrows various aspects of its functionality and user experience from dating websites and apps such as Match.com and Tinder. The site uses a matchmaking approach to help potential car shoppers find their perfect Volkswagen based on the criteria that are important to them and that they are particular about.
Users can enter a specific type of car model, features, favorite color and price into the website, which then pairs them with new or old Volkswagen cars in their area that may be of interest to them. Each individual care has a unique profile page with photographs, features, specifications and a payment estimator. There are currently more than 80,000 unique profiles.
Volkswagen's new website was created by American ad agency Deutsch LA, whose chief digital officer says selecting a car and a romantic partner are similar in many ways. "They're both highly stressful, rational decisions that are also very emotional," Binch says.
What Makes This Trend Stand Out
- Auto-matchmaking Websites
- Disruptive innovation opportunity: Creating personalized matchmaking platforms for other industries that help users find products based on specific criteria.
- Incorporating Dating Website Features
- Disruptive innovation opportunity: Introducing features inspired by dating websites and apps into other online platforms to enhance user experience and engagement.
- Emotional Decision-making
- Disruptive innovation opportunity: Developing tools and technologies to facilitate emotionally-driven decision-making in various industries, beyond just purchasing products or choosing a romantic partner.
Sectors Adopting This
- Automotive
- Disruptive innovation opportunity: Applying a matchmaking approach to vehicle purchasing experiences, offering personalized recommendations based on specific criteria.
- E-commerce
- Disruptive innovation opportunity: Incorporating matchmaking features into online shopping platforms to help users find products that align with their specific preferences and needs.
- Travel & Tourism
- Disruptive innovation opportunity: Creating matchmaking platforms for travelers to find destinations, accommodations, and experiences that match their individual preferences and interests.
