March 16, 2018
Established in 1886, Varley is one of Australia’s oldest, most advanced engineering and manufacturing companies. The group manufactures and sells world-class custom emergency service, health, education and rescue vehicles; defence ambulances and arms storage facilities; and industrial and recreational electric vehicles. Its electric vehicles — sold under the EMC Electric Vehicles brand name — include golf carts, resort vehicles, industrial materials-handling vehicles, and utility carts, as well as parts and accessories for each vehicle type. Facing strong competition in the electric vehicle marketplace, Varley needed to find a way to differentiate its range of vehicles and related products. Following a market review that included researching competitors in the US, the company embarked on a digital transformation project — at the centre of which was the creation of an eCommerce option to help stay ahead of the competition. “Varley has five or six key competitors in Australia within the electric vehicle marketplace alone,” says Dean Wiggins, Marketing Coordinator at Varley Group. “So, it’s important to stay a step…

















