A modern, black theme meets distinctive red accents and emotionalising vehicle imagery. This ABT corporate identity-compliant appearance makes the high-performance character of the brand visible from the very first click. In addition to the colour change, the new site is authentic, with more lightness, clarity and video contents.
‘Our focus was on conveying the identity of the ABT brand to customers and interested parties across all touchpoints. In doing so, we made our passion for exclusive refinement and high performance perceptible on our new website, to create an emotional and sustainable brand experience in the digital world as well.’ says Hans-Jürgen Abt, Managing Partner of ABT Sportsline.
Not only an innovative design, but also a new navigation system makes the user experience easier and leads visitors directly to the desired content. A reduced number of menu items simplifies orientation. Another new feature is a separate page for presenting the ABT Special Editions. In the new configurator, customers can now put together ABT products for their individual vehicle in an even more intuitive and visually appealing way.
Discover the new ABT website here.
Further features will be added in the upcoming weeks, such as a new media newsroom to help media representatives access the latest information and materials more efficiently and an event calendar, which will show relevant upcoming ABT events and exhibitions.
There are also innovations in the physical world of ABT: To make the on-site brand experience even more immersive, the ABT showroom in Kempten is currently being redesigned. The new showroom will be open to visitors from March 2025.