We were working with Mazda for a while when this project came across, we had massive amount of data on the current platform across 26 countries, but we needed to look at the whole experience with new eyes.
Our challenge was to design the ultimate customer experience of looking for and buying a car. Not a specific Mazda, but any car. When does the sense of ownership starts? When does fidelity comes in? How can we merge the online and offline research, with the final purchase needed to be always in a store.
The result was fully functional, scalable prototype.