RS Automart.
- CLIENT
- RS Automart
- INDUSTRY
- Automotive / car dealership
- WHAT WE DID
- UX & UI design, headless commerce development, CMS content modelling, on-page SEO
- PLATFORM
- Next.js + Payload CMS (headless)
- YEAR
- 2025–2026
( THE BRIEF )
The challenge
Buying a high-value car online means overcoming doubts about condition, specs and price. Car buyers research for a long time, compare options side by side and come back several times before they commit.
The dealer needed a storefront that felt as premium as the cars, presented detailed specs clearly, and supported real shopping behaviour: browsing by make or body type, wishlists, comparison and reserving a car. With new listings every week, all of it had to be managed from a CMS the team could update without a developer.
Many dealership sites are built on generic listing templates that bury the details buyers care about. For performance and luxury cars, where buyers know their trims and engines, the presentation of specs and condition is part of what builds trust.
The client
RS Automart sells independently inspected cars across a dozen makes, including Audi, BMW, Mercedes-Benz, Lexus, Toyota, Ram and Volvo, from limited-run performance models to everyday hybrids. It offers nationwide white-glove delivery, accepts trade-ins and adds new listings every week.
This car dealership website design case study explains how Xenishio Arc built RS Automart a headless storefront on Next.js and Payload CMS that feels as premium as the cars it sells.
What we built
We built a headless storefront on Next.js and Payload CMS. Headless means the content and inventory live in Payload while Next.js renders the pages, so the team gets a structured editing tool and buyers get a fast, app-like front end.
The homepage opens on a cinematic, full-bleed featured listing (Audi RS6 Avant GT) with price, colour swatches and a spec strip (mileage, engine, power, drivetrain, transmission). It continues with shop-by-marque tiles, a "Popular Cars" grid with status badges (New Arrival, Sought After, Special Terms), a flash-sale countdown section, shop-by-body-type, a "Luxury Line" collection spotlight and a "Why RS Automart" trust block. A scrolling marquee bar repeats the dealer's promises: inspection, delivery, trade-ins.
Product pages pair a large gallery with a spec table, a "Reserve this motorcar" CTA, a wishlist toggle, customer reviews and a Q&A form. Every listing follows the same structure, so buyers can compare cars quickly and know where to find each detail. Shop, Compare, Deals, Journal, Wishlist, Sign-up and Returns pages complete the commerce flow, and a three-option cookie banner (accept / customise / decline) handles consent.
( THE SITE, PAGE BY PAGE )
Scroll through it.
Hover to auto-scroll · scroll inside the frame
( WHAT WENT INTO IT )
Inside the headless car showroom.
- Cinematic featured-listing hero with colour swatches and spec strip
- Browse by marque and by body type
- Status badges (New Arrival, Sought After, Special Terms) and flash-sale section
- Detailed product pages with spec tables, reserve CTA, reviews and Q&A
- Side-by-side vehicle comparison
- Wishlist, cart, customer sign-up and login
- Journal (blog) powered by the CMS
- Site search
- Animated announcement marquee
- Granular cookie consent (accept / customise / decline)
Geom a geometric sans, heavy for large display headlines and lighter for body copy
Wide-tracked uppercase the logotype and eyebrow labels
- #131318Background (graphite)
- #F6F2F5Text (soft white)
- #101828Button text on light (ink navy)
- #A84D7EPrimary accent (berry / magenta)
- #1E1622Surface (plum-tinted dark cards)
Moody, luxury-automotive dark UI with magenta-tinted hero photography, a floating white pill navigation, glassy spec cards, rounded berry-coloured CTAs and an oversized "RS AUTOMART" wordmark in the footer. It borrows the feel of a showroom at night, with the car always in the spotlight.
- Framework
- Next.js (React)
- CMS / commerce backend
- Payload CMS (headless)
- Styling
- Tailwind CSS
- Fonts
- Geom
- Analytics
- Google Analytics (consent-gated)
- Hosting / CDN
- Vercel
- Detailed, consistently structured listings (specs, pricing, reviews, Q&A) give buyers the confidence to reserve high-value cars online.
- Browse-by-make, browse-by-body-type, compare and wishlist tools support the long research phase typical of car purchases.
- A headless Payload CMS lets the dealer add weekly inventory and journal content without developer help.
- Consent-gated analytics and a clear accept / customise / decline choice respect buyers' privacy from the first visit.