Insights

Custom content distribution system for a Japanese car brand

Mazda Motors Germany needed a scalable digital solution to empower its nationwide network of dealers with modern, customizable websites. With a strong legacy and a growing digital presence, Mazda partnered with our expert team to create a unified, flexible, and easy-to-use CMS system that meets the needs of local dealers while maintaining brand consistency.

April 29, 2025 3 min read

  • Client Mazda
  • Industry Automotive
  • Service Front-end development
  • Technologies Cloud

Introduction 

Mazda was founded in Japan in 1920 and has, to date, become a global company unifying a variety of cultural influences. Mazda started operating in Germany in 1972 and since then has built up a nationwide dealer and service partner network. 

  • 75%

    Improved automation first most important KPI

  • $637B

    Generated revenue second most important KPI

Challenge

Mazda Motors Germany sought to upgrade its digital presence by equipping its national network of dealers with modern websites.  

Each website needed to be quickly deployable, easy to maintain by the dealers themselves, and centrally manageable by Mazda’s headquarters. Balancing individuality and consistency across dozens of websites required a flexible yet structured content management solution.

Solution 

Through the onboarding process of the guided interface, Mazda dealers can set up their own individual websites within a short time and load them with content. This way, the central content from the Mazda headquarters is automatically adopted. Dealers can independently create their own services and offers at any time while freely defining the prices for, e.g., their workshop services.
The websites are based on TYPO3, which we have, with individual solutions, further developed to a topic-based CMS with a guided interface for dealers. This makes it easier to operate, e.g., by reusing individual pieces of content on different pages. The CMS access for Mazda is made directly via TYPO3 and provides full access to the basic page-based architecture. Thus, content can be centrally created and distributed to all dealer pages.
The backend of the new merchant sites is based on PHP 7 and the open-source CMS TYPO3, which acts as a headless rest API. The React Framework is used in the front end as the basis for a SPA. We have adjusted TYPO3 to meet three requirements:



Frontend for end users – providing content and services to both the Mazda brand as well as to the actual retailer.

Guided interface for dealers – ensuring independence for own content and individual services to all Mazda dealers.

Central Administration by Mazda – enabling nationwide content rollout across all dealer sites and uniform maintenance.

Process 

Discover

We gathered insights from Mazda HQ and dealers to understand technical needs and user expectations. 

Our goal was to uncover user needs, technical requirements, and business goals. 

Define

We mapped out the system architecture, selecting TYPO3 as the flexible CMS backbone with a guided interface. 

Avenga’s experts shaped a scalable architecture aligning brand standards and dealer autonomy. 

Develop

We customized TYPO3 with PHP 7 and integrated it with a React SPA frontend, ensuring smooth API communication. 

Our developers engineered tailored solutions, delivering a fast platform ready for modular growth. 

Deliver

We launched an intuitive system enabling fast dealer site setup with centralized content control for Mazda HQ. 

The solution involved extending a CMS platform via APIs, enabling three core components to work in harmony: a consumer-facing frontend, a guided UI for dealer onboarding, central CMS access for Mazda HQ. 

Results

Partnering with Avenga the client received a usable and easy-to-set-up dealer website.  

  • Dealers can now launch their own branded websites in minutes using the guided interface. 
  • Content from Mazda HQ is automatically synchronized, ensuring consistency while allowing local customization. 
  • TYPO3’s advanced flexibility enabled modular content reuse, speeding up content deployment across all sites. 
  • The user experience—both for Mazda’s customers and its dealers—has been significantly enhanced. 
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Our expert team designed and built a functional solution helping Mazda to boost the experience for its users. 

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