Tonkin is a premier automotive group known for its high-volume dealerships and commitment to customer service. In 2016, Jonathan Martin was invited to propose a comprehensive digital redesign to modernize their online showroom. The project focused on creating a bold, user-centric interface that could handle high-traffic inventory searches while maintaining the prestigious Tonkin brand identity.
“The new website proposal was good in 2016, however the decisions didn’t make through.”
Proactive Digital Strategy & Concept Design
In the automotive industry, the digital experience is often the first "handshake" with a customer. The 2016 redesign proposal for Tonkin aimed to replace traditional, cluttered layouts with a streamlined, mobile-first approach. Although the executive team ultimately decided to retain their existing framework for operational reasons, the redesign was highly praised by management for its forward-thinking UI and focus on user journey.
This project highlights the ability to analyze a large-scale business and propose creative solutions that align with long-term brand goals. It serves as a testament to the high-level design standards provided to major international automotive groups.
Case Study: Modernizing the Digital Showroom for Tonkin Automotive
The challenge was to take a complex, inventory-heavy website and transform it into an intuitive, high-conversion platform. The goal was to visualize a future-proof design for Tonkin that prioritized speed, ease of use, and a premium visual feel to help convert online browsers into dealership visitors.
