GM’s Durant Guild elevates its digital experience for the unveil of 2025 TAHOE on Beijing International Automotive Exhibition

General Motors’ premium import and lifestyle platform, The Durant Guild, recently revealed its latest Chevrolet Tahoe at the Beijing International Automotive Exhibition and announced the start of its reservation.

Named after GM’s founder, The Durant Guild creates an ecosystem to serve its community with digital experiences by Wiredcraft, including a WeChat mini-program, app, and website.

Members could enjoy exclusive benefits and events online and offline through the integrated platform. This initiative marks GM’s first direct-to-consumer business model in China, meeting diverse consumer needs.

Since 2022, GM has chosen Wiredcraft as their premium long-term partner to set up the foundation of their digital landscape in China. And this year, we continue to help the brand enhance its digital experience.

For the Beijing International Automotive Exhibition, Wiredcraft helped GM release several new features on The Durant Guild WeChat mini-program: users can now have an immersive digital experience on the designated “Vehicles” tab, make reservations for their desired cars, and enjoy other enhanced functionalities.

What have we done

• Digital strategy

• Audit & benchmark

• Customer journey mapping

• UI/UX design

• Product management

• Project management

Premium meets power: immersive “Vehicle” tab for latest collections

Wiredcraft made significant updates to The Durant Guild WeChat mini-program. For the Beijing Auto Show, the primary updates included vehicle information browsing, car reservation, and test drive booking.

Vehicle information browsing: 

Wiredcraft designed a “Vehicle” tab on the mini-program, introducing the latest series by GM: TAHOE, YUKON, CORVETTE, HUMMER EV PICKUP, and HUMMER EV SUV. 

Users can easily access comprehensive details about different vehicle models, including specifications, features, and pricing. Visitors can also immerse themselves in the landing video of the TAHOE, known for its iconic design, spacious interior, and reliable performance. 

One click into the description page reveals a revamped design that offers a more visual and dynamic presentation of the vehicle features. Visitors can interact with different buttons to unlock various colors of the cars and interiors, enjoying a more engaging and informative experience.

Car reservation: 

As the latest series arrive, members can now secure a pre-launch order for TAHOE with a reservation fee. Wiredcraft helped the brand create a reliable and secure payment flow that allows users to pay the reservation fee safely.

During pre-sale, users who pay the intent fee get priority order confirmation and an exclusive benefits package for worry-free travel.

Users can then track the status of their order through the mini-program, from order placement to fulfillment. The brand also ensures that members have clear information on the refund policy in case they decide not to proceed with the purchase, providing transparency and trust.

Test drive booking: 

Users can schedule a test drive directly through the mini-program. A simple tab provides access to a designated community expert who will guide them through the trial of their dream car.

Optimized Aesthetic business unit digital strategy

Building a luxury community through exclusive events and engaging digital content has been the core focus for The Durant Guild. It aims to foster a vibrant network among its members through exclusive events, owner meetups, and other opportunities to make new connections and expand their knowledge. Exclusive benefits further elevate the community experience, making The Durant Guild not just a brand but a lifestyle.

With that in mind, Wiredcraft helped the brand enhance its WeChat mini-program by introducing an “Event” tab. This tab allows users to seamlessly book seats for various events and enjoy membership benefits.

At the recent Beijing International Automotive Exhibition, members could reserve entrance tickets, bring extra guests, and explore a beautifully curated photo gallery. They also had the exclusive opportunity to preview the latest collections, experiencing the newest models firsthand. 

Additionally, members could book other events like T.D.G Allies meetups, exhibitions, nature-exploring trips, and cocktail-making sessions on the WeChat mini-program. A designated community expert would offer more personalized services after members signed up for events, further enriching their premium lifestyle experience.

Wiredcraft has a long-standing, trusted partnership with GM, having helped them develop their app and website from the ground up. We have continuously revamped GM’s digital products, ensuring a comprehensive digital ecosystem that reaches millions of users. 

Explore more about our collaboration with General Motors.