UD Trucks

The problem

A manufacturer with six model lines and four content categories needed navigation that did not overwhelm.

What I did

• Website concept for a global commercial truck manufacturer|Cinematic full-width hero imagery with a bold campaign line|Model showcase grid (Quon, Quester, Croner, Condor and more) with quick links|Structured mega-navigation across Trucks, Services, Parts, News and Dealers

The brief

UD Trucks builds commercial vehicles. The site’s job is to move a fleet operator from a general interest in a vehicle class to a conversation with a dealer, and to support the operators who already own the trucks.

Who is reading

Fleet buyers are not consumers. They are calculating cost per kilometre over a seven-year ownership cycle, and they care about fuel consumption, service intervals, parts availability and residual value long before they care about how the cab looks.

That reframes the whole site. Model pages lead with payload, drivetrain and service interval, not with a hero shot at sunset. The photography is there to confirm what the specification says rather than to do the persuading.

The model range

Commercial ranges are wide and the differences between models are technical. A visitor who does not know the range needs to filter by the job: distribution, construction, long haul. A visitor who does know it wants a specific model in one click.

Both routes exist. The range is structured by application first, because that is how an operator thinks about the purchase, with a direct model index for people who already know what they want.

Specifications are structured data rather than typed text, which makes comparison possible and keeps the same figure identical everywhere it appears. On a range this size, a specification typed by hand into thirty pages will disagree with itself within a year.

The dealer network

Nobody buys a truck from a website. The conversion is a dealer conversation, and the dealer finder is therefore one of the most important pages on the site rather than a footer link.

It is built as a searchable directory with each dealer holding structured location and service data, so it can filter by region and by whether a location does servicing as well as sales. Each dealer has a real page, which gives them something to link to and gives the site local relevance it would not otherwise have.

Aftersales

An operator returning to the site is usually not buying. They want parts, a service booking or a manual. Treating those as an afterthought is common and wrong: the aftersales experience is a large part of why an operator buys the same brand again.

Those routes are reachable from the main navigation rather than buried under an owners section that requires a login to discover.

The build

WordPress with custom types for models, dealers and downloads. Model specifications inherit a shared structure, so a new model arrives with its fields already defined and renders consistently with the rest of the range.

Performance

Vehicle photography is large by nature. Every image is served in modern formats at the size actually needed, dimensions are set so nothing shifts during load, and the gallery on each model page loads on interaction rather than on arrival.

What the client can manage

Models, specifications, dealers, downloads and news. Adding a dealer puts them in the finder and on the map without anything else being touched.

The stack

• WordPress Development

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