Captive Auto Lender Discovers Likely Financial Capacity of Consumers for New Electric Model
Captive Auto Lender Discovers Likely Financial Capacity of Consumers for New Electric Model
2 PagesMarketing Case Study for Automotive Captive Auto Lender Discovers Likely Financial Capacity of Consumers for New Electric Model case study Challenge: New Auto Model and New Target Audience, Yet Limited Insight on Interested Consumers A leading auto manufacturer was in the process of revolutionizing its lineup of cars and trucks. Its typical models featured speed and sporty styling and tended to attract younger buyers. Given the evolving consumer purchase trends in the auto market however, the manufacturer decided to refresh its product lineup. The manufacturer introduced a new family-friendly electric model which was targeted toward a different audience, “green, environmentally-aware families.” Consumers that were interested in the new electric model could pre-order it with a de
