ROLE

UX Director

company

Wunderman Thompson

industry

Automotive

Overview

Acura, renowned for its technologically advanced and high-performance vehicles, is venturing into the electric vehicle (EV) market with the launch of its first-ever electric car, the ZDX. The challenge? Launching a cutting-edge electric vehicle exclusively online—a significant shift in how luxury vehicles are traditionally sold. Acura needed to better understand how to cater to their customers’ hesitations and overcome the hurdles of selling an EV entirely online. Wunderman Thompson was engaged to navigate this complex transition by addressing the customer experience and guiding the company through an innovative and seamless online purchasing journey.

Challenges

What We Did

Results

Acura’s ambition was clear: launch the ZDX, redefine the electric vehicle experience, and pivot the sales model to an entirely digital platform. But the path to success required addressing several major challenges:

• EV Skepticism: Despite the growing interest in EVs, many customers remain unsure about the practicality of owning one. Many people still associate electric cars with the high-tech, yet niche, image of brands like Tesla. Concerns ranged from doubts about EV reliability to the perception that electric vehicles were expensive and impractical.

• Transition to Online Car Buying: The typical car-buying experience is widely regarded as stressful and confusing, making customers apprehensive about purchasing a car online—especially a luxury vehicle. Acura needed to break down these barriers and create a smooth, trustworthy online buying journey.

Research & Discovery

As part of the Discovery phase, we conducted in-depth research to identify and analyze customer concerns, pain points, and motivations. We focused on understanding the specific obstacles to adopting EVs and shifting to an online-only car buying process.

Through enterprise-level persona development, we identified key customer segments:

• Acura Aficionados: Loyal Acura customers who are familiar with the brand but may be hesitant about EVs.

• First-Time Buyers: Customers who have never purchased a car before and may be especially wary of online purchasing.

• Switchers: Customers who are considering switching to an electric vehicle from a traditional combustion engine.

We also conducted interviews and surveys to address common concerns:

• The perception that EVs are too futuristic and impractical for everyday use.

• The fear of unreliable charging infrastructure and the long-term reliability of electric vehicles.

• Concerns about the affordability of EVs, particularly luxury models.

Developing Solutions

In response to these insights, our team crafted a strategy to address the two main barriers:

• Education & Trust-Building:
  We designed a seamless digital experience that not only showcased the ZDX’s performance and features but also reassured customers by providing detailed information about the vehicle’s range, reliability, and charging infrastructure. Through interactive tools, we demonstrated the convenience and affordability of EVs to help potential buyers feel more confident in their decision-making.

• Streamlining the Online Purchasing Process:
  We focused on building an intuitive, easy-to-navigate online purchase flow. Our solution included personalized features such as virtual consultations, 360-degree vehicle views, and easy financing options. This online experience was designed to replicate the in-person experience as closely as possible—offering customers all the information and tools they needed to make an informed purchase without stepping foot in a dealership.

Prototype & MVP Development

We translated our findings and strategy into a functional prototype for the ZDX’s online purchase experience. This MVP prototype included:

• An interactive and educational vehicle configuration tool that helped customers understand features, pricing, and incentives.

• Trust-building features like customer testimonials, transparent pricing, and easy-to-navigate support channels.

• A streamlined checkout flow that reduced friction at key decision-making points, including vehicle selection, trade-in offers, and financing options.

While the project is ongoing, the early results have been promising. Initial feedback from Acura’s stakeholders has been overwhelmingly positive, particularly regarding the clarity of the recommendations and the potential of the prototype to improve online sales.

• Customer Insights: Early testing has shown that customers feel more confident when their concerns about EV ownership are addressed directly on the platform, especially around charging infrastructure and long-term savings.

• Increased Engagement: Prototypes incorporating educational content and trust-building elements have seen a 20% increase in engagement compared to earlier digital touchpoints.

• User Confidence: The streamlined checkout process has been positively received by focus group participants, with many commenting on the simplicity and ease of completing a purchase online.

Acura’s transition to selling the ZDX entirely online is a bold and forward-thinking move, particularly within the luxury vehicle market. By addressing key customer pain points—such as EV skepticism and the apprehension surrounding online car buying—we have been able to guide Acura toward a more seamless, user-friendly online experience.