Leading Automotive Brand Elevates to “Luxury” Status among Multicultural Consumers

Challenge

As an International Luxury Auto Brand set out to build its multicultural consumer base to be on par with other luxury auto brands, it sought insight into how its brand message resonates. The Brand called on Collage Group to help it gain a better understanding of what multicultural consumers desire in terms of the luxury auto space. The automaker aimed to learn how multicultural consumers perceived the Brand and how to better craft its messaging to connect with multicultural audiences. In turn, Collage led the Auto Brand on a journey to unlock growth through Cultural Fluency.

Solution

The first step of the journey entailed Collage Group helping the International Luxury Auto Brand identify and answer key research objectives. An analysis was performed on the brand values, its history, and messaging. Collage Group experts then evaluated the various ways for the Auto Brand to show up for specific consumer segments. This process called for determining whether there was a need for more cultural representation within the Brand’s marketing. Collage Group posed challenging questions, such as “Is the brand not interesting enough?” and “Is the focus on safety connecting?”

Actionable Insights

The International Luxury Auto Brand’s journey incorporated Collage Group’s three streams of syndicated intelligence, as well as custom research and consulting. The journey started with assessing the Brand’s cultural relevance in the market at large via our CultureRate Brand & Testing.

From there, Collage Group’s syndicated consumer and category essentials studies provided a preliminary look at the strongest opportunities for increased relevance, brand favorability, and purchase intent. Among other findings, Collage Group’s research shows that multicultural Americans will reward brands and organizations that support them. In fact, over half of multicultural people are dissatisfied with how they are portrayed in advertising. Armed with this knowledge, Collage Group advised the Auto Brand to take measures to dig deeper into category-specific nuances. Collage’s custom research team designed a unique A&U study for an acute view of critical needs and preferences of multicultural luxury vehicle prospects, which unveiled…