Driving towards a successful launch
When Jaguar Land Rover first thought about launching a new model in the sports utility vehicle segment, they asked us to look at the market to assess the impact it would have. What eventually became the Evoque was their first foray into the world of SUVs and, as a vehicle manufacturer known for making the world’s best off-road vehicles, they were naturally cautious about venturing into a different market.
To enable them to commit to the manufacturing investment, we worked to develop a ‘bottom up’ prediction of how the new model would perform in the market. We used JLR’s sales predictions together with data from the syndicated New Car Buyers Survey, the brand’s own customer research, market share and pricing data, alongside other factors, to build a forecast which showed JLR that their expectations were set far too low.
Through combining semiotics analysis alongside ethnographic interviews and film, we developed a full and vivid understanding of the cultural differences – and similarities – across a range of territories that made up the broader audience JLR wanted to reach.
The rest, as they say, is history. Evoque went on to be the brand’s most successful launch ever, helping the business reach a whole new audience and out-stripping sales of other models in the line-up.
We helped Jaguar Land Rover with:
- Proposition development
- Market strategy
What was involved:
- Semiotics analysis
- Ethnographic interviews & film
- Insight Aggregation
- Secondary data analysis and modelling
Specialisms that helped:
- Synthesising and interpreting multiple sources of insight
- Engaging and helping to manage senior stakeholders
- Getting impact and value from research investment