Excerpt from WiredUk post:
"...The new search also allows new search terms to be easily added without having to manually retag content. It also allows content to be repurposed across the site in different contexts, meaning that a developer no longer needs to write new publishing code every time Volkswagen wants to share information with a third party.
In order to create the new search functionality, Tribal DDB had to create a detailed list of search tags, known as ontologies, to describe cars online. These were devised with semantic search expert Professor Martin Hepp, who has previously worked with Google. VW is making the ontological system they devised available for other automotive manufacturers to adopt and adapt for their own sites...."
Read the full article here: