FCA Fleet Diversity Campaign

The FCA Fleet group had an existing website, which was intended to promote
vehicles built and tailored to people with disabilities, both directly to consumers and to upfitters. This was a
market category that FCA led years ago, but had seen a significant drop in market share compared to other
manufacturers. The organization’s approach was “one size fits all,” and the online experience simply presented
vehicle product offerings.
With the ultimate goal of selling more vehicles, the JRT agency worked to identify how to reimagine and leverage
the website experience – and beyond – to build loyalty and sales. The challenge was how to make FCA the
preferred choice for a mobility vehicle over other OEMs by creating a strong emotional connection to a segment
of the market represented by 57 million Americans.
We crystalized six key personas and developed a content strategy that spoke directly to those unique user groups.
We placed significant
importance on empathizing with people looking to
purchase a mobility vehicle. That content and UX strategy
had a simple goal: get the user where they need to be in
four clicks or less. With every click, our intent was to bring
the visitor closer to their own story and challenges – and
the FCA Fleet.
We renamed and relaunched the website as
FCAUSDriveAbility.com, promoting the ability of users
(rather than their disabilities).
By developing both an on- and off-line experience where
users can identify with their own stories through a
calculated content strategy , they reach the ultimate goal
of finding the right vehicle for their unique needs.
Plus, mobility dealers and upfitters could use the website
to better identify their customer needs, making their own
sales efforts more successful by aligning with FCA.
FCA has returned to a leadership position in the
mobility vehicle marketplace in just two years, with
a 50% increase in vehicle sales since the launch of
FCAUSDriveAbility.com.
The online experience has also catapulted key website
metrics, including 153% increase in visits since relaunch,
134% increase in time on site and 50% increase in average
user engagement.