Electrifying The
Logistics Industry
Auxo Digital breathes unique identity to South Africa's first all electric vehicle brand.
Maxus Electric Vehicles (MAXUS) was the first company to sell commercial vehicles (EVs) to the market in South Africa.
The company worked with Auxo Digital to launch the vehicles in South Africa on the foundations of a strong corporate identity and website.
MAXUS wanted a launch that would captivate their target market, logistics fleets looking to leap into modern era, creating a strong brand identity that would resonate and capture customer attention. Achieving this meant prioritising three key phases of development.
01
A dedicated consultation period.
Throughout this workshopping phase, the Auxo Digital team unpacked the value proposition for MAXUS and gathered insights to ensure the development of a relevant website and cohesive brand identity.
02
The design phase
The design phase took all these insights and used them to ensure the website functionality, content and development aligned with MAXUS' objectives.
03
The development phase.
The development phase ensured the website fit the paramenters and market expectations.
Electric Vehicles? In South Arfica? During Loadshedding?
At a time when there were no other commercial EV dealerships in the country, MAXUS needed Auxo Digital to create a vibrant marketing strategy, website and identity that would connect with customers in the South African context.
MAXUS Electric Vehicles had to balance the established SAIC brand (The world’s 4th largest EV manufacturer, and a global powerhouse) with the development of a South African brand. This required walking a delicate line. The challenge was to use the SAIC brand and the Maxus brand while introducing fresh elements to make the final corporate identity and website unique and engaging.
The website had to sell the concept of electric vehicles in the South African context. Unreliable electricity infrastructure meant addressing the issue directly, showing customers that EVs are viable despite loadshedding. This was a challenge, and one that was overcome by paying attention to what customers were asking, what international companies were doing, and prioritising local needs and expectations.
Electric engagement
The Auxo Digital team undertook extensive research into EV maintenance, charging, management and costs and translated this information into accessible form on the dedicated website. Visitors can immediately find answers to their questions as the website is designed to address what they want to know about the ownership of an EV.
Auxo Digital found the gaps in local knowledge and provided customers with insightful information tdesigned to help them make the right purchasing decisions.
MAXUS Launched 3 vehicles - The eDeliver 3 Panel van, a robust workhorse for general logistics, the eDeliver 3 Chassis Cab, fit for small business owners and the might T90EV, South Africa’s first all-electric bakkie. Since launch, each of these have gained commercial traction and are racking up the mileage on South African roads.
The abundance of information, comprehensive visibility and easy navigability of the MAXUS website has resulted in impressive user engagement and traction.
The site has had 99.99% uptime since its launch and has generated solid engagement.
Many well-known retailers have adopted the MAXUS EVs as part of their logistics fleets with the company growing from strength to strength.
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