Who is NCG?

 (NCG) is one of the leading players in the Scandinavian automotive industry, with operations in Denmark, Norway, Sweden, Finland and the Baltic States. The company's primary activities today are the importing of Jaguar, Land Rover, Honda, SsangYong and Hyundai vehicles, owning three car trading chains: Terminalen, Bayern AutoGroup and British MotorGroup, and offering car leasing and financing through the company NCG Finans.

NCG's acquisition of the Jaguar agency began back in 2009 with Jaguar Sweden. The import agency for Jaguar Denmark was then transferred to NCG in 2012, with Jaguar Norway joining the following year, creating the company British Car Import that manages the import of Jaguar Land Rover in Scandinavia. Within the NCG structure, NCG Online works as a service provider for the businesses within NCG, including British Car Import.


The Challenge

When Jaguar's I-PACE model was first presented to the Norwegian market in November 2016, there was significant consumer interest shown in Jaguar's first all-electric car. By early 2017, British Car Import was already taking deposit payments from customers for what at that point was purely a concept car.

As demand for the model began to increase even further, it was clear to British Car Import that their six retail dealers in Norway would have a huge bottleneck of interested customers to prioritise once the car was available. In addition to this, the expectation was that after the launch of the car on March 1st 2018, dealers would be overwhelmed with inquiries, causing long waiting times for potential customers.

British Car Import therefore decided to create a solution to further qualify customers’ potential interest. This would allow customers to formally register their interest in the I-PACE, allowing dealers to focus on these specific customers. Therefore, the brief to NCG Online and Vaimo was to create a conversion website with the look and feel of an eCommerce store, in order to bring the customer as close to a real purchase situation as possible. British Car Import wanted a site that at its core was easy and intuitive to use, and that would also give customers a feeling of really committing to the purchase of the car, without actually fulfilling the transaction online. The aim was that customers would be able to walk through a virtual process of making a pre-order for the Jaguar I-PACE, and be comfortable with their car design and build possibilities during the whole user journey on the website.

As the car is not in the countries until later this year—and therefore not physically available for potential customers to see or drive—it was of the utmost importance that the car could be easily visualised online. With significant levels of interest in the new I-PACE, it was also critical that a platform was delivered as quickly as possible in order to match pre-launch timing and be available for the pre-launch campaign peak period.