The Challenge

​

​Porsche faced a classic "voice of the customer" conundrum. They needed to go beyond simply hearing what young, affluent millennials were saying about luxury cars. Rather the task was to craft a narrative that would resonate with stakeholders, helping them internalise the insights and, crucially, see the world through the eyes of their future customers.

​​​

​

 

​​​Our Immersive Approach

​

We assembled a diverse cast of next-gen participants from Boston, Los Angeles, Frankfurt and Munich: all offering a unique perspective on the evolving landscape of luxury and automotive aspirations. 

​​

• Mini ethnographies: We immersed ourselves in participants' daily lives, observing how automotive choices intersected with broader lifestyles and values

• In-depth interviews: Conversations in participants' homes allowed authentic narratives to unfold, revealing deeper motivations and aspirations

• Test drives: Porsche vehicles became mobile research labs, capturing real-time reactions and spontaneous insights.

• Lifestyle diaries: A mobile app served as a digital field notebook, allowing participants to document their lives and automotive preferences

​​​​​​​

 

 

The Result​

 

Our research provided the brand with a nuanced understanding of the next-gen mindset, allowing them to see their brand through fresh eyes. We crafted persona films that brought these insights to life, enabling Porsche to internalise the perspectives of their diverse audience. The insights informed a new product strategy, including the launch of Porsche Drive - a subscription service allowing members to switch between different models. We also developed early branding and communication strategies tailored to resonate with next-gen values and aspirations.

​

By focusing on the underlying narratives within the next-gen automotive ecosystem, we enabled Porsche to reimagine their relationship with younger consumers. The outcome is a more inclusive approach to luxury automotive experiences, designed for deeper engagement and a more meaningful connection with the brand.