The Tiguan Q&A
I like the interface of the website launched in Japan by Volkswagen to promote its new Tiguan model. The car is at the center of the stage, while all around you find questions (and answers) about its characteristics. This is definitely not the usual way to present a car, it requires a bit of effort from the user and therefore more engagement.
Of course this choice has also a negative side as it might result annoying to the less intuitive and patient users. I would have rather chosen this path for a car with a younger audience (eg. Smart).
The other interesting thing to look at is the integration of Youtube, Flickr and blog content in the site. You can in fact further explore the Tiguan world by looking at the videos and the photos uploaded by the users and also by reading the reviews written by bloggers. Again, I like the idea of providing a 360 point of view on the car, connecting the site to the rest of the (online) world, gives the idea of a product that is cool and alive, even if I bet negative reviews won’t be featured on the site.