Challenge

A leading luxury car manufacturer hypothesizes that luxury car buyers are changing. How are they changing around the world, at which speeds are they changing, and how can value be delivered to these future luxury car buyers?

Approach

Our consumer foresight team approached this challenge through a highly engaging research design, aimed at a carefully selected sample across seven markets around the world through our unique phenomenological approach. We had our network of professional ethnographers gain contextual lifestyle insights in the customers' own language and in their own context to understand their values and beliefs to set the stage for finding out what clicks with them.

The brand is making a major push to become the top luxury car brand so understanding future luxury automobile consumers' lifestyles, beliefs, and value systems will uncover how they will perceive luxury in general and luxury automobiles in particular in the future.

Our team set out to identify future luxury automobile consumers in 7 countries around the world to gain deep knowledge on their drivers. Covering the biggest regions, we discovered how these consumers are changing and at which speed they are changing, comparatively region by region.We gained a comprehensive understanding of how luxury consumers will behave in the next 10 years and presented our findings and a strategy to deliver on future consumer expectations and desires to the board.

Impact

Equipped with a robust and actionable strategy to engage future luxury consumers, our findings are circulated around the world and is considered a critical document to prepare value delivery in the next 5 to 10 years.

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