The challenge
A leading global automotive company recognised the need to evolve its services to meet the needs of electric vehicle (EV) drivers. The client had a suite of subscription features and required a comprehensive evaluation to determine their relevance and appeal to EV owners, and whether a new, tailored offering was needed.
What we did
We designed a qualitative study using online focus groups with participants across the UK, Italy, and Norway. The sample was carefully selected to include a mix of tech-savvy and less tech-savvy drivers, as well as a range of luxury and non-luxury vehicle owners, ensuring a diversity of perspectives.
The impact of the research
Some features resonated strongly with drivers because they solved an everyday problem, whereas others were seen as redundant due to widely-used third-party apps. As a result, our recommendations focused on improving feature integration for ease of use and exploring a dedicated subscription package for EV owners. This study highlighted the importance of tailoring services to a specific audience, ensuring every feature provided clear value.
