Peterbilt isn’t just a leader in transportation: it’s a cultural icon. Perhaps the most recognizable truck in America, Peterbilt has been the envy of the industry for 80 years and counting. Whether carrying goods cross-country, doing tough vocational work, or keeping cities running, a Peterbilt is the intelligent, custom-built machine for the job.
Antarctica worked with Peterbilt to create a user-focused website that showcased the company’s achievements in both technology and transportation and reflected the brand’s innovative spirit.
The Challenge
Peterbilt’s classic trucks attract legions of fans, but the secret to the brand’s long-term success is innovation. Peterbilt design and technology continue to revolutionize the trucking industry, but the existing website didn’t communicate that.
The new site needed to embody the brand’s rich heritage, speak to the concerns of fleet buyers and owner-operators, and make it easy to find a dealer – all while providing the same superior performance as a Peterbilt truck. And Peterbilt was looking to move quickly, so we needed to get the site designed, developed, and launched in a short timeframe.
Approach
Leveraging our team’s digital strategy, which focused on leading-edge design, development, and messaging, BFM delivered Peterbilt’s digital cargo on time, creating a memorable user experience that paid tribute to the brand’s history, products, and mission.
Shaping Value Propositions
Peterbilt’s brand is built on four strong pillars: Purposeful Innovation, Individualized Solutions, Enduring Craftsmanship, and Pride & Class. Our strategy and content teams worked with Peterbilt to apply the brand identity, collaborating on value propositions and messaging direction that captured the uniqueness of Peterbilt, which in turn helped shape the site navigation.
Powerful First Impressions
BFM design team made full use of the brand’s digital assets throughout the site, adding eye-catching animations and striking custom iconography.
We lavished extra attention on the homepage, using video, animated renderings, interactions, and an eye-catching dark theme that reflected the premium nature of the product offering.
Driving Users to the Right Places
For our main audiences – prospective purchasers of fleet or owner-operated vehicles – key actions were exploring truck models and finding a Peterbilt dealer to make a purchase.
We made trucks simple to find by building a highly visual navigation to distinguish different models. We made it just as easy to find a dealer with robust functionality and clear, site-wide CTAs.
Flexibility with Acquia
The new Peterbilt site is built using Drupal 8 on Acquia. Each template is built to give the Peterbilt team incredible flexibility to add and adjust components, images, and copy without breaking the site or detracting from its overall look and feel.
Result
The industry response to Peterbilt’s new website exceeded even our high expectations. Not only does the new site give the brand a modern look and feel, it sets a platform for gaining an even bigger lead on the competition.
There’s more highway ahead for Peterbilt and BFM – we’re working together on Peterbilt’s next phase of digital growth, including further integrations, new purchasing tools, and other interactive features.
