Driving towards a successful launch
Jaguar Land Rover (JLR) is famous for making some of the world’s most highly regarded off-road vehicles, so the launch its first model in the SUV sector was a high-stakes venture. Naturally, JLR’s executives were cautious.
Quadrangle was asked to forecast sales performance and strengthen the business case for manufacturing investment.
We developed a ‘bottom up’ analytics-based approach, combining data from JLR’s own sales analysis and market share and pricing databases, with syndicated data from the New Car Buyers Survey. Overlaying existing customer research, and factoring-in other known variables, we built a sophisticated forecasting model.
Our model suggested JLR had set its sights too low. The outcomes were so convincing the new vehicle was given the prestigious Range Rover badge, and a price tag to match. The Evoque went on to be the brand’s most successful launch, out-stripping sales of other JLR models and captivating an entirely new audience.
We helped Jaguar Land Rover
- Forecast sales performance
- Develop market strategy
- Deliver a winning brand proposition
What was involved
- Ethnographic interviews
- Advanced analytics, data analysis and modelling
Specialisms that helped
- Aggregating existing data and insights
- Engaging senior stakeholders
- Achieving impact and value from research