Project Description

Lithia Motors:
GreenCars.com

“MTO agency provided critical insights into EV buyer’s preferences and smart strategies that we are deploying throughout our online brands.”

—Tom Dobry, CMO, Lithia Motors

Objective

Create a Brand and Customer Experience Strategy for Lithia Motors new EV brand: GreenCars.com.

The Goals
  • Create a brand identity for the new Green Cars marketplace
  • Articulate the Lithia “Green Strategy” as an umbrella to inform all related efforts
  • Create an enablement roadmap for executing the Lithia Green Strategy
Solution

MTO’s executive brand and research teams completed a robust audit, market research and analysis, and comprehensive strategy to define Green Cars market positioning and develop an enablement roadmap. This project included:

  • Audit & Discovery: stakeholder interviews, competitive analysis and review of digital assets, communications and touchpoints
  • Onsite Audits of Lithia Dealerships & Competitors: identify areas of strength as as well as opportunities for knowledge growth among staff in terms of EV knowledge and expertise
  • Qualitative Customer Research: define & develop electric car and truck buyer personas for deep targeting and messaging
  • Search Intent Modeling: illuminate the evolving EV and hybrid nomenclature used by customers online when conducting searches
  • Analysis, Strategy & Planning: process and synchronize findings from our internal and external research
  • Brand and Customer Experience Strategy: enable Lithia to deliver a compelling narrative and experience that positions their customers’ environmental and social concerns at its core
Results
  • Decoded mindset, motivations, expectations, knowledge, and pathways to purchase of “green car intenders”
  • Delivered valuable key insights into dealership, online, and competitor customer experiences
  • Developed a comprehensive roadmap for successful program launch that was implemented by the company in 2020
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Lithia Motors:
GreenCars.com

“MTO agency provided critical insights into EV buyer’s preferences and smart strategies that we are deploying throughout our online brands.”

—Tom Dobry, CMO, Lithia Motors

Objective

Create a Brand and Customer Experience Strategy for Lithia Motors new EV brand: GreenCars.com.

The Goals
  • Develop targeted customer personas that identify their key motivators
  • Articulate the Lithia “Green Strategy” as an umbrella to inform all related effort
  • Create an enablement roadmap for executing the Lithia Green Strategy
Solution

MTO’s executive brand and research teams completed a robust audit, market research and analysis, and comprehensive strategy to define Green Cars market positioning and develop an enablement roadmap. This project included:

  • Audit & Discovery: stakeholder interviews, competitive analysis and review of digital assets, communications and touchpoints
  • Onsite Audits of Lithia Dealerships & Competitors: identify areas of strength as as well as opportunities for knowledge growth among staff in terms of EV knowledge and expertise
  • Qualitative Customer Research: define & develop electric car and truck buyer personas for deep targeting and messaging
  • Search Intent Modeling: illuminate the evolving EV and hybrid nomenclature used by customers online when conducting searches
  • Analysis, Strategy & Planning: process and synchronize findings from our internal and external research
  • Brand and Customer Experience Strategy: enable Lithia to deliver a compelling narrative and experience that positions their customers’ environmental and social concerns at its core
Results
  • Decoded mindset, motivations, expectations, knowledge, and pathways to purchase of “green car intenders”
  • Delivered valuable key insights into dealership, online, and competitor customer experiences
  • Developed a comprehensive roadmap for successful program launch that was implemented by the company in 2020

want results?

Reach out and let us know how we can help. We’ll let you know how we can make it happen.

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