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Pendragon aims for ease and simplicity


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Pendragon's website, launched in May, was the first phase of an e-tailing strategy that includes a national network of Cyber Cafes. The first cafe, designed to give customers a relaxed environment to search for a new or used car, has opened in London.

The website is free of complicated animations, graphics and colours. This makes it less stressful on the eye and quick/easy to navigate. The design is distinct and the name is hard to forget, giving it a strong brand identity.

Buyers can search for new cars by make and model, choosing from 41 manufacturers, and access a part-exchange facility.

Shoppers can also select and arrange the type of finance method, either monthly payment or outright purchase, via a pop-up window.

Once a vehicle selection has been made, buyers can view specification details, select optional extras, colours and specifications and send a purchase request.

The 'pre-owned' icon enables buyers to shop for used cars by make, model and budget. Unlike similar websites, shoppers cannot begin a search just on budget. This might frustrate some visitors that need help in deciding the make or model.

Users can review specification details by clicking on the appropriate used car in the list. Like the new car facility, shoppers can proceed to arrange finance and make a purchase request. You can visit the site at

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