How can I expand into new markets and customer sets?
Challenge
An Italian automaker with a proud history of sports cars aimed squarely at the male ego was preparing to bring to market its first C-class car, targeted predominately to women and young families. With growth in spider, saloon (coupe) and sedan segments stagnant, the company’s success weighed heavily on its ability to successfully expand into a new market and customer set, without compromising its reputation among loyalists.
Solution
A go-to-market strategy for making the brand’s history and essential equities relevant to a broader audience
- User experience specifications tied to brand pillars and reflective of target preferences
- Launch test-drive promotion strategy aimed at women grounded in Italian archetypes of sensuality, style and fashion.
- Communication strategy that placed C-class benefits of storage, economy and drivability within the promise of a more exciting, satisfying driving experience
Results
The new C-class car was the most successful launch in the company’s history, and continues to be a strong seller in all markets.
