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
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
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