Fiat Chrysler 300: Build My Own Utility & Global Web Experience
In 2009, FIAT took over Chrysler—one of America’s most iconic but struggling automotive brands—and began rebuilding from the top down. CEO Sergio Marchionne prioritized a flagship relaunch of the Chrysler 300 Sedan and tapped Brian and his teams at Organic, Inc. in New York and Detroit to lead the digital experience. Together, they created the interactive “Build My Own” utility, enabling customers to configure and personalize their Chrysler 300 online—revitalizing both the product and the platform.
Platform: Desktop Web, Mobile, Tablet
FEATURES: HTML5, Flash, Interactive, Animation, Video, Lead Generation, e-Commerce
The Build My Own experience
Below: The redesigned global web platform featured modular navigation, promotional offers, and direct access to the Build My Own utility across Chrysler’s full vehicle lineup.
Impact & Takeaway
The experience helped reintroduce Chrysler’s digital brand with a focus on personalization, performance, and modern luxury.