Launching high-performance motorcycle brand bimota on a global scale
Context
Establishing a robust digital presence
For the past five years, Cognizant Netcentric has built up a trusted partnership with Kawasaki, one of the world’s leading motorcycle manufacturers, with the successful launch of multiple websites across the globe.
In 2019 the brand acquired Italian manufacturer bimota, known for its innovative, high-performance vehicles. Recognizing the importance of establishing a strong digital presence that mirrored bimota's ethos and facilitated its global launch, Kawasaki enlisted us to develop a high-quality website at speed, in time for the Milan Motorcycle Show (EICMA) 2024.
With the marketing resources at that time, Kawasaki knew that our OptiMax for Edge Delivery Services could help them deliver engaging customer experiences. Working in close collaboration with the bimota and Kawasaki marketing teams, we set out to design, strategize and implement a bespoke end-to-end solution.
The challenge
Reshaping bimota’s digital presence at speed
bimota came to us with several key challenges that we needed to solve so that the brand could achieve its business goals:
Speed of delivery
Adobe’s AI and Digital Trends report found that 78% of consumers expect a seamless digital experience, yet only 45% of brands cater to this expectation. bimota was one of these brands, with a website that reflected the brand not in the proper way. Producing a high-quality website in time for the Milan Motorcycle Show was essential.
Global scalability
In today’s globalized digital age, it’s crucial to cultivate an international presence with a scalable website that can be adapted for various audiences, without compromising on a seamless user experience. As a brand aiming for global reach, bimota required a digital platform capable of scaling to support multiple markets and languages efficiently.
More high-quality content with less effort
Another key finding of Adobe’s AI and Digital Trends report was that 43% of marketers expect increased demands to scale content, while keeping it personalized and relevant. bimota knew that managing digital marketing with the resources at that time was a major pain point – they needed a solution that would enable them to deliver high-quality content at scale, with minimal training and resource investment.
The solution
Agile strategies meet innovative technologies
We centered the project on agility and leveraging the right technology for rapid deployment. Recognizing the tight timeline, our team immediately sought solutions that could minimize development overhead and empower content creators. This strategic thinking led directly to the consideration and ultimate selection of our OptiMax for Edge Delivery Services solution.
With a proven track record of delivering rapid migrations using OptiMax for EDS, we knew that it well suited for bimota's small digital marketing team, bringing several key advantages:
- Leverages a global CDN to deliver content faster and more reliably, essential for bimota's global ambitions.
- Seamlessly integrates with the existing Adobe tech stack, including the DAM and Adobe Analytics. It also allows integration with third-party vendors.
- The architecture ensures reliable performance even under high traffic, supporting future growth.
- Utilizing Git repo for the base product and integrating with Google Drive for content authoring provides flexibility and security.
This project also marked a first for Cognizant Netcentric: the successful implementation of Adobe’s new Document Authoring (DA) model, replacing Google Drive with a more streamlined, secure, and scalable workflow. The shift improved the editorial experience for bimota’s team and set a new benchmark for future Edge Delivery deployments.
AEM Document Authoring is Adobe’s purpose-built solution for content creation within the Edge Delivery Services ecosystem. Designed for speed, scalability, and ease of use, it bridges intuitive document-style editing with CMS capabilities. Authors can work in a familiar environment while benefiting from advanced features like versioning, localization, and collaborative editing. Templates, blocks, and live previews make content production faster and more accessible, especially for lean teams.
For bimota’s team, this removed barriers to publishing and significantly simplified their content workflows. DA has already proven its speed: our first implementation went live in just three weeks from idea to DNS switch, showing how fast teams can move under the right conditions. This project established a best-practice use case and demonstrated how DA accelerates time-to-market and allows non-technical teams to lead digital content delivery at scale.
The result
A powerful digital foundation for future global success
The implementation process was remarkably efficient. The new bimota website was launched in less than eight weeks from project start to finish, meeting the critical Milan Motorcycle Show deadline.
The new website reflects bimota's premium brand status and provides a robust and engaging experience for users worldwide.
Our initial analytics revealed a significant uplift in traffic and mobile engagement. Further examination found a sizable improvement to website SEO and overall performance, leading to enhanced online visibility and audience engagement.
The impact of our solution was both analytical and psychological, bringing benefits for bimota's marketing team. The ease of content authoring empowered them to manage their digital presence effectively with minimal training. While previously they struggled to produce content that resonated with the brand’s audience, now they were able to author, review, and publish high-quality content quickly and with ease.
The scalable architecture of our solution and its flexibility to handle multiple languages and currencies provided bimota with a solid foundation for global expansion, supporting its plan to scale up to 10 additional markets within the next 12 weeks.
By strategically partnering with Cognizant Netcentric, Kawasaki has enabled bimota to punch well above its weight, establishing a powerful digital foundation for future global success.
Driving innovation with OptiMax & the growing Edge Delivery ecosystem
Our OptiMax solution enables bimota to reallocate resources, freeing up budget to optimize and innovate processes. Combining Adobe’s Edge Delivery Services with our market leading expertise, this dynamic content management technology prioritizes site performance and agility, accelerating time-to-market and enabling sustainable revenue growth.
Get in touch
Embrace the power of speed and agility in your digital transformation journey. Discover how Adobe Edge Delivery Services, coupled with a trusted and experienced partner like Cognizant Netcentric, can help your organization launch impactful digital experiences with unprecedented speed and efficiency.
Visit the new bimota website to witness the lightning-fast performance firsthand. For your brand, the possibilities are endless.
