Lexus UAE partners with Facebook for new online showroom experience

In a first, Lexus customers in the UAE can now configure, test drive, and book a vehicle of their choice online.

Saad Abdullah, head of marketing and brand operations at Lexus UAE, asserted that as leaders in the UAE automotive market, it is necessary for them to be able to adapt to the fast pace change in consumer trends and innovate new ways to enhance a customer’s purchasing experience.

The dealership, which is part of the Al-Futtaim Automotive Group, collaborated with Facebook and partners Memec Ogliy to “elevate the user journey for UAE car buyers,” stated Abdullah.

The new project, dubbed the Lexus Car Configurator, will allow customers to closely explore the entire Lexus range from their mobile device, similar to a showroom experience.

Customers can browse endlessly through multiple configurations ranging from a vehicle’s cosmetics to mechanics, as well as book a test drive, reserve a vehicle, and pay a deposit for the final configuration of their choice.

The configuration and its extensive features will appear as a full screen carousel ad on Facebook’s mobile app, accompanied by a variety of lifestyle videos and images.

Leen Fakhreddin, creative agency lead MEA at Facebook, mentioned that configurators are generally created for desktops even though most people browse new vehicles from their mobile devices.

“The car configurator will not only enable Lexus to connect with car buyers when they’re in the early consideration phase but also allow users to experience the brand by booking a test drive and paying a deposit on the car of their dreams,” stated Fakhreddin.