Project Description

Repositioning an automotive brand and extending its value proposition

Consumer perceptions of the automotive brand lagged actual performance based on legacy associations of lesser quality and bland styling.

Changing the brand image required creating and solidifying a new value proposition, including product- and service-based offerings, to improve brand perception, sales, and market share.

A new service concept was established and integrated into the existing branded house framework, to reduce brand complexity and maximize brand efficiencies.


  • Auto maker with significantly improving vehicle quality, design and customer satisfaction
  • Consumer perceptions of brand (sales, service, after-purchase support) lags performance based on history of poor quality, cheap image and bland styling
  • New value proposition required, including owner “plank” that aligns with customer requirements and extends brand into express dealer services


  • Global and U.S. brand assessment to identify opportunities for better integration
  • Value proposition, brand strategy, and action plan development, based on research, across internal stakeholders, dealers, and consumers

  • Strategy sessions to build out and gain internal alignment across customer value proposition “planks” and supporting operational tactics
  • Owner services plank deep dive, including where-to-play concepts for improving experience and engagement (incorporating owner personas, journey maps, whiteboard concepts)


  • New brand strategy and action plan, including brand communication direction
  • Cohesive owner driving idea, leveraging existing brand equity vs. new brand, for improved efficiency and effectiveness
  • Significantly enhanced brand and owner satisfaction scores, based on survey results

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