Car and Driver Luxury Vehicle Advisor

Car and Driver understands that driving is something everyone can enjoy. No matter what your budget is, there’s always something in your price range. So luxury, is really in the eye of the beholder.

The goal of this project was to reimagine the auto shopping experience and leave the definition of luxury up to user.

Most car buying sites follow the same dull pattern of drilling down through levels of options, leaving out all aspects of discovery and delight. It’s dull, and uninspired, kind of like the cars they end up recommending..

The Car and Driver Luxury Advisor was different. It took 99 different editorial criteria and condensed them into 6 principles that encapsulated luxury. With a game-like interface, users were encouraged to play and experiment.


Client Car and Driver

Concept Brian Maggi, Eddie Alterman, Mike Dushane & Grant Whitmore

Design Brian Maggi, Jeff Kelley

Front End Development Jeff Kelley

Agency Idea Momentum, Inc.

How it works…

Users can select up to 3 of the 6 tiles that represented Car and Driver’s principles for luxury. This nudges people to rank and re-rank their priorities.

The results updates automatically with so people can play with different combinations quickly.

Surprise was a fundamental aspect of the experience. If all it ever served up were Porsches and Ferraris, then what was the point?

C/D luxury vehicle screenshot

Users are able to create their own scenarios (e.g. best performing station wagon) they’d never find on other car sites.

Car and Drive Luxury Vehicle Advisor

The product was supported by ad revenue and lead generation. It was so sticky that it was renewed several times.