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.