a cross culture exploration of the luxury suv market
Case Studies
The Brief
A premium automotive brand sought to gain deeper insights into luxury SUV owners in Australia, with a particular focus on those of Indian and Chinese heritage. The objective was to broaden the understanding of the diverse Australian luxury consumer base and inform future marketing and sales strategies.
A premium automotive brand sought to gain deeper insights into luxury SUV owners in Australia, with a particular focus on those of Indian and Chinese heritage. The objective was to broaden the understanding of the diverse Australian luxury consumer base and inform future marketing and sales strategies.
The approach
In-depth interviews were conducted with competitor luxury SUV owners of Australian, Indian, and Chinese heritage to understand their views and preferences for luxury experiences and brands, and as potential customers of the client’s model range. Most of these interviews were conducted in-home to give a more ethnographic perspective. Focus groups were also conducted with current brand customers to understand their experiences as luxury consumers.
In-depth interviews were conducted with competitor luxury SUV owners of Australian, Indian, and Chinese heritage to understand their views and preferences for luxury experiences and brands, and as potential customers of the client’s model range. Most of these interviews were conducted in-home to give a more ethnographic perspective. Focus groups were also conducted with current brand customers to understand their experiences as luxury consumers.
The challenge
Recruiting high net worth individuals who own luxury vehicles presented significant challenges, especially across specific ethnic groups. Success hinged on allowing adequate time for recruitment, leveraging expertise and experience with the target audience, employing multiple recruitment approaches, and being mindful of cultural sensitivities to secure participants for in-home interviews.
Recruiting high net worth individuals who own luxury vehicles presented significant challenges, especially across specific ethnic groups. Success hinged on allowing adequate time for recruitment, leveraging expertise and experience with the target audience, employing multiple recruitment approaches, and being mindful of cultural sensitivities to secure participants for in-home interviews.
The insight
Indian and Chinese-Australian consumers often view luxury vehicles as symbols of success and status. They also see luxury SUVs as practical family vehicles that do not compromise on prestige. Across all groups, there is a growing interest in eco-friendly luxury options, including hybrid and electric SUVs. Luxury SUV owners prioritise advanced technology features and value unique experiences associated with their vehicle ownership, such as exclusive events or personalised services.
Indian and Chinese-Australian consumers often view luxury vehicles as symbols of success and status. They also see luxury SUVs as practical family vehicles that do not compromise on prestige. Across all groups, there is a growing interest in eco-friendly luxury options, including hybrid and electric SUVs. Luxury SUV owners prioritise advanced technology features and value unique experiences associated with their vehicle ownership, such as exclusive events or personalised services.
The outcome
These insights provided the client with the foundations to refine the marketing strategy, enhance customer experience, optimise the sales approach, and implement product improvements.
These insights provided the client with the foundations to refine the marketing strategy, enhance customer experience, optimise the sales approach, and implement product improvements.
