Magazine article Marketing

Marketing Research Awards: Automotive

Magazine article Marketing

Marketing Research Awards: Automotive

Article excerpt

WINNER Client: McLaren Automotive Agency: Interbrand  COMMENDED Client: Shell Agency: TNS 

The McLaren brand is known for its long association with Formula One racing - but it wants to be more than that. The company plans to build on its racing heritage by moving into the sports car sector. It launched a research project to study the attitudes and lifestyles of sports car buyers, their perceptions of McLaren and the sort of car consumers would expect from the brand.

McLaren's road car will target less than 1% of the population, so the recruitment criteria had to be strict. The research was limited to consumers in the three major sports car markets - the UK, Germany and the US - who had bought a Porsche, Mercedes, Ferrari or Lamborghini in the past three years.

Ten consumers from each market were recruited for in-depth interviews, to find out why they drove sports cars and what was important to them. Four consumer types were identified: pragmatists, collectors, the image-conscious and hot-rodders.

The findings suggested McLaren could compete with the existing manufacturers on several specifications and price-points. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.