As Auto brands ramp up marketing efforts in Canada and Europe, eying new growth channels, they face an important decision. While maintaining unified global branding is crucial, brands also need to address the specific requirements of customers in different markets. Jaguar and Cadillac offer two distinct examples of how companies have addressed this dilemma.

Jaguar adapts its regional websites to cater to local consumer behavior, but also maintains a common aesthetic, according to L2’s Auto: Luxury Site Localization report. For example, popular product page features like 360-degree vehicle view and a model comparison tool are identical no matter where consumers are located. However, the resulting call-to-action buttons reflect regional preferences. On the brand’s U.S. site, local inventory search and product reviews are displayed prominently in a persistent side bar, while in other markets these buttons are replaced with Locate a Dealer and Book a Test Drive links.


In contrast, Cadillac’s regional sites neglect several key features. None of the brand’s international pages provide 360-degree viewing options, an enhancement included in 40% of sites in L2’s study. Cadillac is also the only luxury brand in Europe without a mobile-optimized site – a particularly odd issue given that the brand’s U.S. mobile site scores among the top three in L2’s Digital IQ Index: Auto. As Cadillac attempts to make inroads into Europe’s Luxury Auto market, the brand may need to raise its digital investments in the region to the same level.

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