COMPREHENDING FUTURE CAR DESIGN PREFERENCES

The client is a renowned smart mobility solutions provider and car exporter with subsidiaries operating globally. Since its inception in India, the brand has been known for its advanced production, quality, and testing capabilities, offering cutting-edge global technology.

The Problem Statement :

The Indian automotive industry has witnessed a surge in demand for SUV body types, resulting in a decrease in demand for other body types like sedans and hatchbacks. It is becoming quite important to understand the evolving Indian customer design preferences.
The client, known for its new product innovation and design, wanted to understand consumer disposition toward its latest car design concepts, as well as identify the winning concept or design and respective optimum price points among ICE and EV car intenders. Our focus areas of information were:

To understand the future segment/body type preference of Indian customer.
To capture customer preference for different styling across different body type – Hatch, Sedan, SUV, MPV.
To finalize the design directions by evaluating the customer preferences.

Our Research Approach :

Novus experts designed a holistic approach to market viability—one that offered a complete array of solutions covering consumer psychographics, car purchase factors, preferred features, fuel type preference, and optimum price point identification.
Our 360° analysis involved interviews among ICE and EV car intenders as well as car design experts.
Phase I began with conversations and consultations among ICE and EV car intenders at Central Location Testing for evaluating the concepts from rendered images of car designs on the following parameters:

Likeability
Reason for like & dislike
Believability
Relevance
Ease of understanding
Preferences
Current preferences
Future preferences
Intentions to purchase
Recommendations

Our experts further captured consumers sensitivity towards the price of each concepts in order to identify the optimal price point.
During phase II our researches conducted in-depth discussions among car design experts (Design & Media Experts) to capture feedback on designs, translation of consumer needs, concept visualization, design refinements and other parameters.

Key insights were highlighted which enabled the client to gauge consumer interest on the concepts as well as feedbacks on areas that required improvements.

Our engagement assisted the client in identifying the winning concept as well as the ideal price point.

Key Takeaways of the Research

Our research helped the client understand the key purchasing attributes and features for a consumer, as well as the importance of design and aesthetics in their purchasing process.

Geographic Coverage :

Delh , Mumbai , Hyderabad & Kolkata

COMPREHENDING FUTURE CAR DESIGN PREFERENCES

The Problem Statement :

Our Research Approach :

Key Takeaways of the Research

Geographic Coverage :

REACH OUT TO US

Inquire With Us