Jan Nygaard in pole position
The engine room of Danish luxury automotive just got an upgrade. Jan Nygaard has successfully shifted into the passing lane with a refreshed brand identity and brand site. We’re proud to be their digital co-driver in their transformation, helping them future-proof their business.
A cool place to buy a car
Jan Nygaard operates on a sizable scale, with a turnover of 2.5 billion DKK and 250 employees. Yet the company faced a critical strategic challenge: defining the Jan Nygaard brand independently of the prestigious car logos it represents.
Today, major car manufacturers are increasingly bypassing dealerships to sell directly online. As a result, Danish dealers like Jan Nygaard must reinvent themselves to future-proof their business and preserve their customer base.
This meant putting the company’s own identity, built on exceptional service and a premium customer experience, front and center, ensuring that the brand could stand on its own and be recognized as the cool place to buy a car.
Digital VIP treatment
The successful launch of the redesigned jan-nygaard.dk was driven by three core strategic business goals:
Elevating the Jan Nygaard brand
The new platform establishes Jan Nygaard’s distinct identity—built on exceptional experience, service, and DNA—allowing the brand to stand on its own. Customers now connect with the company first, breaking the former visual dependency on affiliated car brands.
Creating scalable brand sub-sites
We designed a flexible framework for sub-sites that delivers a consistent, recognizable user experience across multiple car brands while prioritizing the main conversion goal: effortless test drive bookings. The architecture is built for rapid expansion as the company continues to grow.
Building an engaging user universe
The redesign streamlines essential service touchpoints, providing faster access to workshop bookings and tire changes. At the same time, it brings the innovative Experience Center—famous for events like concerts and oyster safaris—to the forefront as a defining element that delivers an unexpected, positive user experience.
Through this high-octane architecture, Jan Nygaard has strengthened its key conversion points and established a truly independent digital identity - pole-positioning the company for scalable, future-proof growth.
Go do at test drive of the new https://www.jan-nygaard.dk/
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