Challenge
Our client planned to launch an electric vehicle as an extension of their existing portfolio in the small car segment. They needed to decide on the optimum package of features for launch to maximise sales.
Approach
Our online discrete choice study, among electric vehicle owners and those intending to buy, explored feature-simulated preferences. We then ran various launch scenarios in a competitive context to identify opportunities, optimise feature combinations, predict volume, and look at cannibalisation effects.
Insight
We recommended the optimal launch proposition and pricing – including the specific mix of features.
Impact
Our market simulation suggested a possible increase in sales of over 20%, and our modelling predicted actual sales with 93% accuracy.