What Today’s Consumers Really Want

Legacy Reborn: Transforming a Heritage Model into a Profit Powerhouse

Client:  
Automobile company*

Category: 
Automotive

Scope:
UK consumer insights
Segmentation
Strategy playbook

The Challenge:

This popular automobile company faced a pivotal challenge: relaunching an iconic model in a way that honored its legacy while appealing to a broader, global audience.

The stakes were high — the new vehicle needed to evolve into a modern luxury SUV without losing its rugged DNA. The goal was to unlock new revenue streams and reposition the brand to compete in a fiercely competitive premium segment.​

The Approach

We led a multi-phase global insights program that integrated ethnography, segmentation, clinics, and volumetrics.

Ethnographic research across key markets identified customer archetypes that informed product design, positioning, and communications. Clinics tested concepts with target consumers, capturing feedback on prototypes and benchmark comparisons. Volumetric modeling sized the commercial opportunity and optimized specifications and pricing. This end-to-end approach enabled the client to reimagine the product with confidence—staying true to its heritage while building future demand.

25K → 45K

Annual sales growth after relaunch

2.6 pts

Increase in EBIT margins

£44K → £48K–£108K

Pricing repositioned to a premium range

#2

Ranked as the second best-selling vehicle in the lineup within a year

The Results

Our insights fueled one of the client’s most successful product launches. Within a year of its debut, the new model became the second best-selling vehicle in the lineup, despite being absent from the market for several years.

Annual sales jumped from 25K to 45K units, with pricing repositioned from an entry level of £44K to a premium range of £48K–£108K. This shift boosted margins, delivering a 2.6-point increase in EBIT. More than just a product revival, the transformation helped redefine the brand and strengthen the bottom line.

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