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Custom content distribution for car dealers

mazda chart

What we did

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.


Our team in Cologne and Berlin was given the task of equipping these partners from Mazda Motors Germany with new, easy-to-set up dealer websites.


For this purpose, we extended a CMS via APIs so that, with our own developments, we were able to combine three aspects: the frontend for the end consumer, the guided user interface for the dealers and the central CMS access for Mazda Motors Germany.

Guided interface for dealers

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. In 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 as well.

Individual CMS solution with TYPO3

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, as 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.

Avenga supported us very well with their high methodological competence and pragmatic approach in a very complex project and gave important impulses for the digital repositioning of our trading partners.

Dino Damiano Marketing Director Mazda Motors Deutschland

A CMS with three dimensions

The backend of the new merchant sites is based on PHP 7 and the open source CMS TYPO3, which act as a headless rest API. In the frontend, the React Framework is used 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 roll out across all dealer sites and uniform maintenance

The new site has developed really well, and there is a world of difference to the pages of our other manufacturers, both visually and in terms of usability.

Feedback from the dealer network

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