A major automotive manufacturer was 48 months out from bringing a new vehicle to market within an ultra-competitive segment. With more than 60 optional features, the program team was challenged to deliver an offering that would maximize customer appeal, minimize complexity and carve out a niche within this segment.
We partnered with our client’s program team to conduct complexity management research using our proprietary Strategic Optimization of Complex Offerings (SOCO™) methodology. We showed consumers a base vehicle with its content and starting price, and then asked them to build their ideal vehicle within their budget. We also ran feature price sensitivity and brand-price trade-off exercises.
Escalent recommended a product lineup that increased appeal from the program team’s pre-research offering by 30 percentage points and increased potential profit by $260 per vehicle sold, all while keeping complexity to fewer than 75 combinations.
Learn about the three main global automotive themes from IAA Mobility we identified that will impact automakers, tech companies and consumers over the coming years
Contrary to industry expectations that third-party model portfolio use is accelerating in the advisor community, our new Cogent Syndicated report reveals a leveling off in adoption.
New EVForward study findings reveal an opportunity for OEMs to drive brand affinity and BEV purchase consideration with cross-industry partnerships