Enterprise Sitecore DXP modernization for a multi-brand automotive organization

When a large, multi-brand automotive organization reviewed its digital landscape, the conclusion was straightforward: the web ecosystem had become too complex, too expensive, and too slow to evolve.

Over time, individual brand websites had been built and extended independently. This gave teams flexibility in the short term, but gradually introduced fragmentation. Experiences differed between brands, similar components were rebuilt multiple times, and even small updates required custom development. The legacy CMS at the center of the ecosystem had reached its limits.

The organization did not want a dramatic overhaul or a risky rebuild. What it needed was a measured, incremental modernization—one that would reduce cost and complexity while keeping the business running without disruption.

That became the starting point for building a DXP foundation based on Sitecore XP.

The existing setup consisted of dozens of brand and model websites running on a custom CMS. Each site had evolved separately, resulting in:

• Different navigation and page structures across brands
• Multiple versions of similar UI components
• Long development cycles for routine updates
• Heavy reliance on developers for content changes
• Increasing difficulty meeting accessibility standards

While the sites remained operational, the effort required to maintain and evolve them was growing year over year. Marketing teams felt the slowdown directly, while IT teams spent a disproportionate amount of time maintaining custom solutions.

The goal was not to replace everything at once, but to introduce a modern platform that could co-exist with the legacy environment and gradually take over, starting where it mattered most.

We supported the client in evaluating potential platforms before any implementation decisions were made.

The requirements were pragmatic:

Enterprise-ready technology aligned with Microsoft and Azure Support for API-driven, decoupled delivery Strong governance for multi-brand, multi-site environments The ability to enable DXP capabilities—such as personalization and analytics—over time, without forcing immediate change After validating real-world scenarios through a proof-of-technology exercise, Sitecore XP was selected. It provided the right balance of structure and flexibility and served as a strong foundation for delivering DXP capabilities incrementally.

The first phase focused on designing the foundation rather than visible features.

Assembly worked with the client to define:

• A scalable Sitecore XP architecture
• An Azure hosting model optimized for Sitecore workloads
• Governance, workflows, and publishing rules suitable for multiple brands
• Baseline requirements for accessibility, performance, and security

This groundwork ensured that later phases could move faster and with less risk, without revisiting core architectural decisions.

Sitecore XP was implemented using a decoupled front-end architecture, with content delivered via APIs to a React-based front end built with Sitecore JSS and server-side rendering to support SEO.

However, what truly enabled incremental modernization was not headless architecture alone, but a hybrid hosting and routing approach. Using Akamai path-based routing, the legacy platform and Sitecore XP were able to run side by side. Specific brands, journeys, or page types could be routed to Sitecore while others continued to run on the legacy CMS.

This approach made it possible to modernize one brand, one journey, and one page type at a time, without disrupting users or day-to-day business operations.

One of the biggest challenges was the volume of bespoke components scattered across brands.

We worked closely with design and marketing teams to rationalize this complexity into a governed design system and component library within Sitecore XP. Dozens of unique modules were consolidated into reusable components that could be shared across brands while still supporting distinct visual identities.

The result was a significant reduction in duplication, simpler quality assurance, and faster, more predictable delivery across the ecosystem.

Previously, content editors often had to update the same information in multiple places. Prices, specifications, and product details lived across multiple systems and were difficult to keep in sync.

Our team extended Sitecore XP beyond traditional CMS usage by introducing structured content and data components. Product and model information became a managed, reusable source of truth within Sitecore, surfaced consistently across pages and experiences.

For marketing teams, this translated into fewer errors, faster updates, and true self-service publishing.

The platform was initially hosted using Sitecore Managed Cloud, providing a fast and low-risk way to establish the new environment.

As the program matured and trust in the platform grew, the client chose to transition hosting to Assembly. This shift provided greater flexibility, deeper operational control, and tighter alignment between development, hosting, and ongoing optimization.

Because the organization’s websites support constant traffic, downtime was not an option.

We implemented fully automated CI/CD pipelines and a blue-green deployment strategy, allowing new releases to be deployed without interrupting active users. Changes could be tested, validated, and released seamlessly—even during peak periods.

This capability fundamentally changed how often and how safely the platform could evolve.

Accessibility was addressed as part of the platform design rather than as a later fix.

WCAG 2.1 AA standards were embedded directly into Sitecore components and front-end patterns. Automated scanning and manual testing ensured accessibility remained consistent as new features and content were added.

As a result, accessibility compliance became sustainable rather than reactive.

Over the course of the program, the organization achieved clear, practical outcomes:

• Around 90% reduction in development effort through reusable Sitecore components
• 97% faster publishing, enabling marketing teams to move at business speed
• 70% faster page load times, improving SEO and engagement
• A unified, WCAG-compliant experience across brands
• A DXP foundation based on Sitecore XP, ready for personalization, AI, and commerce
• Most importantly, the organization now has a platform that can evolve steadily, without accumulating the same complexity it replaced.

This case illustrates how Sitecore XP, when implemented thoughtfully, can serve as the foundation for enterprise DXP capabilities—supporting long-term progress through controlled, incremental change rather than disruptive transformation.