CHallenge

The luxury division of a top-five global car manufacturer faced declining market share and brand equity in the both the US and China

Impact

Developed a fresh, vital positioning that links the brand's authentic roots with emerging consumer tastes and requirements, leading to a dramatic business turnaround

Introducing a framework

Our first step was to introduce a framework for redefining luxury for this brand. We knew, given the brand's long heritage, that any positioning had to be authentic. At the same time, we needed to find new sources of meaning and imagery that were more in tune with emerging consumer priorities and the competitive landscape. We also took inspiration from how non-automotive brands tackled similar situations. Once the needed information and case studies were synthesized, we facilitated a series of workshops with internal executives and brought in outside perspective, e.g. the implications of driverless vehicles. 

Developing the new positioning

Armed with an updated view of consumers trends and a solid grounding in the brand's DNA, we developed a set of positioning options. Combining two of the ideas, the client and their creative agency developed a highly persuasive advertising campaign that resonated in both the US and China, leading to one of the most successful marketing stories of the last few years.