Elevating a luxury auto brand in multiple markets
Elevating a luxury auto brand in multiple markets
Demonstrates our ability to develop innovative strategies to elevate a luxury automobile brand in the marketplace.
Deliverables
- Product and service innovation
- Team alignment
Business Problem
As one of the world’s leading luxury auto manufacturers, the Audi brand has been delighting customers throughout the world for more than 100 years. And with more recent product successes, starting with the iconic R8, they had achieved a renewed status among luxury auto consumers. But in this category, depending solely on product excellence for brand leadership is short lived. Our challenge was to find ways beyond the car itself to put, and keep, the brand in a leadership position.
Idea
L’Institut Idée used the Structural Mapping Process® (SMP) and our participatory ideation approach to develop strategies and innovations in Canada for dealership, sales, service and delivery. In particular, we revealed several hidden or under-leveraged aspects of their DNA, that were then used to generate numerous innovations that were put into market.
Due to the success of the Canadian project, L’Institut was then asked to engage with Audi UK and 160 people at head office to develop marketing and service innovations that would solidify their newfound market leadership, starting with an SMP on how to create “avid fans of Audi”.
In Canada, the new innovations took the brand from #3 or #4 in market share, profitability, and customer satisfaction, to #1 or #2 in each of these indexes within a year of the project’s implementation.
Impact
In Canada, the new innovations took the brand from #3 or #4 in market share, profitability, and customer satisfaction, to #1 or #2 in each of these indexes within a year of the project’s implementation. In the UK, the project and associated activities were so successful that the Managing Direction for the UK was swiftly elevated to SVP of Sales and Marketing for the Americas.
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