The Positive growth of automotive industry presents XYZ as an integrated digital automotive platform, which serve e-commerce for new and second hand vehicles. Since XYZ Platform launched, has not contributed to company’s sales growth as well. In spite of macro and micro economic factors, we argue lack of value proposition provided by company. This paper aims to analyze XYZ platform value creation in relation to map business strategy. The study was qualitative research. Value proposition canvas, brand consideration matrix, four-step framework were conducted as tools analysis. Result shown the consumer have a low level of product knowledge and brand consideration of XYZ Platform, even though its value fit with consumer expectation. Furthermore, VPC 1.0 were formulated as business strategy to enhance XYZ Platform Session leads to transaction by considering seven functional element and two emotional elements.