Evolution of the sedan

Repositioning a luxury car brand to celebrate the driving experience

The Challenge: A globally recognized company is re-launching their entire sedan line-up over a 3 year period using new design language. They were looking to uncover an umbrella positioning for their sedan portfolio vs. positioning each model independently with its own introduction. To succeed, they needed to pivot their marketing strategy to attract younger buyers and women.

1. Brand Strategy, Value Proposition and Positioning to uncover territories that are compelling, differentiated, relevant and ownable
2. Semiotic storytelling to reach deep emotional spaces and cultural relevance, connecting us with new territories in the luxury sedan market
3. Qualitative Research to connect emotionally with different targets and shape the development of the positioning territories
4. Quantitative Research to link the new vehicle evaluation, emotional jobs and potential positioning territories. We then quantified and validated the largest opportunities

A new positioning foundation for the sedan portfolio that excites current brand owners and changes perceptions of the brand, while bringing in younger consumers and women.

1. Created a frame of reference focused on what distinguishes a luxury sedan, inspired by the intersection of emotional jobs and performance features
2. Uncovered a go-to-market strategy framework that creates an emotional positioning, uniting the portfolio while giving each model a differentiated emotional lever
3. Established positioning guardrails for advertising partners to use in communications
4. Uncovered language for the brand to speak authentically about their values, making them part of the 2020 cultural conversation