Client Success
Reconnecting with a Generation—Automotive Innovation for Gen Y
A leading automotive brand was struggling to connect with Generation Y buyers, who perceived the brand’s vehicles as outdated in both styling and functionality. With a critical new model in development, the client needed a culturally grounded strategy to reverse this trend, capture attention from a younger audience, and meet aggressive sales targets.
Challenge
We conducted immersive research to uncover what truly mattered to Gen Y drivers—from design preferences to lifestyle fit. We translated these insights into action through a Momentum Session, where key findings were enlarged and used as creative stimuli. This collaborative workshop brought together client stakeholders to co-create ideas for new styling, features, and in-cabin innovations—grounded in real consumer needs.
Approach
The result: two new vehicle models tailored to the Gen Y audience.
These models reflected the preferences and expectations of a younger consumer—bridging emotional disconnect and elevating relevance. The vehicles launched successfully, meeting first-year sales and revenue goals and revitalizing the brand’s presence among next-generation drivers.
Impact
Why our work matters
for Innovation & Product Teams
We connect consumer insight directly to design and development.
for Strategy Leaders
We reduce risk and drive growth with consumer-validated concepts.
for Insights & Brand Teams
We translate generational mindset shifts into action-ready strategies.
How can we support you?
