How can a global luxury car brand be positioned in the highly complex Indian market?

Situation:

A global luxury car brand wanted to increase its lead over aggressive competitors in the fast-growing, highly competitive Indian automotive market. Local driving habits, brand perception, purchase drivers and competition are markedly different from those in its established markets, impeding important strategic decisions.

Result:

globeone developed a highly differentiated local positioning that reflects local issues and challenges while maintaining consistency with the global brand model. The client received strategic guidance, especially with regard to the particular issue of local driving habits, as well as an evaluation of CRM data. As a result, the client’s communication approach was adjusted, increasing cost effectiveness and future sales potential.