ABOUT THE CLIENT
Client is a biggest automaker in the world (offering cars across categories).
Geography: India (Delhi, Mumbai)
APPROACH
Mixed (Qualitative + Quantitative)
F2F interviews, A/B testing
PROBLEM STATEMENT
Understand luxury car owners' behavior and attitude when buying a secondary car.
Explore consumer openness to new brands at different price points.
Identify factors influencing luxury car purchase decisions regarding secondary usage.
Prepare against competitive launch.
OUR SOLUTIONS
F2F interviews with luxury car owners in Delhi and Mumbai.
Explored secondary car usage.
Examined factors affecting purchase.
A/B testing to understand preference between two car models.
Deliverables: Luxury car buyer profile, secondary car usage insights, competitive response strategy, brand perception analysis.
KEY TAKEAWAYS
Top feature requirements among luxury car owners.
Openness to try new brands at different price points.
Client and competitor brand perception.
Strategic insights to help client prepare for competitive launch.
OUTCOME
Identified top features for luxury car buyers.
Prepared client for competition by providing market reality insights and customer expectations.
Impact: Not specified; luxury car owners in Delhi and Mumbai.
