Built a bespoke ecommerce site supporting 27 categories across 11 4x4 vehicle models, setting a new standard for automotive online retail.
BMH 4x4, the latest evolution of the respected British Motor Heritage brand, is a trusted supplier of high-quality Land Rover and Range Rover parts. Combining decades of automotive expertise with a modern ecommerce approach, they deliver a seamless online experience for enthusiasts and professionals alike.
BMH4x4 testimonial
The impact
The BMH 4x4 site brings clarity and confidence to a traditionally complex buying journey. By simplifying how customers navigate vehicles, parts, and categories, the platform removes friction from discovery and decision-making, while giving the BMH team a robust foundation they can build on. The result is a modern, intuitive ecommerce experience that reflects the quality of the brand, supports operational efficiency behind the scenes, and positions BMH 4x4 strongly for future growth:
14,150
Products uploaded
11
Weeks from kick off to launch
SEO optimised
Bespoke website
11
Vehicle types
Complex product logic
Made intuitive
Architecture
Future-proofed
The challenge
British Motor Heritage, a trusted name in automotive manufacturing, set out to launch a new group company, BMH 4x4, focused on supplying high-quality parts direct to consumers. But the automotive landscape had changed - competitor ecommerce sites felt dated, cluttered, and difficult to navigate, and the brand wanted to break the mould of what a classic car parts site could be.
They needed to rethink how customers browse, discover, and buy automotive products, and build something that felt modern, intuitive, and future-proof.
To bring that vision to life from the ground up, they needed a web development partner with real automotive experience, and an agency that understood both the industry and the expectations of today’s ecommerce customer.
Our strategy
Our approach was simple: leverage deep automotive expertise.
Enter, James Meadows, our Senior Web Developer with over a decade of digital development experience in the Automotive sector.
Alongside Managing Director, Graham Payne, we lost James in a deep dive of engines, sump plugs, and VIN numbers, emerging with a complete understanding of the data, information, and requirements needed to build BMH 4x4 into the site it needed to be.
With that knowledge, we planned from a solid foundation, scoping time, energy, and resources effectively. We worked closely with the BMH team and an external branding team, Rapport, to gather product data and assets at the right moments, as well as implemented an extensive testing programme. This ensured every intricate, bespoke element, from vehicle types to product hierarchy, performed exactly as intended, delivering a seamless, intuitive experience for customers.
Our execution
A project of this complexity was always going to hit a few bumps in the road… but we were ready for the detours. We were building a fully bespoke site from the blueprint of Graham Payne’s (diesel fueled) brain, translating deep automotive expertise into an intuitive digital experience.
Here's what we learnt and overcame:
Understanding the industry and products upfront saved us time and costly missteps.
Breaking down intricate data structures into manageable stages kept development agile and controlled.
Testing early and often uncovered issues before they escalated.
Product knowledge lives with BMH 4x4; engaging them at the right moments accelerates decision-making and ensures accuracy.
By combining expert insight, rigorous planning, and iterative testing, we delivered a site that not only met BMH 4x4’s ambitious vision but set a new standard for automotive ecommerce.