After a decade of incremental updates, the site had become functional but fragmented. Shoppers expect app-like speed, clarity, and continuity across devices and steps—exploring vehicles, comparing trims, checking local availability, and moving toward purchase. We redesigned from the ground up: a simplified information architecture, a flexible design system, richer interactive vehicle storytelling, and a progressively personalized journey that saves preferences and context. We also created a dedicated space “to call your own,” bringing together saved builds, recent views, and next best actions—so every return visit picks up right where you left off.