Mini Cooper
Finding new strategies for a changing market.
One of my most interesting projects at Berlin agency AKQA was a customer research study for MINI Cooper. Facing falling car sales, they asked us to figure out their next strategic move. So we turned to their customers, a thousand in total.
We asked them questions they'd never been asked before and a way forward emerged which could transform MINI from a car-seller into a dynamic brand ecosystem with a service mindset and built-in customer loyalty.
Background
Recognizing the changing dynamics of the automotive market and the diminishing consumer interest in traditional car ownership, MINI realized the imperative to expand beyond mere car sales. To navigate this challenge, my team and I devised a comprehensive strategy engagement which focused on driving innovation through the lens of the consumer. By pushing MINI to explore opportunities beyond its core product and transform into an ecosystem brand, we (AKQA) aimed to modernize the brand and unlock its full potential. The hypothesis was that by adopting a product and services-based mindset, MINI could successfully navigate the evolving industry landscape and thrive in the face of changing consumer preferences.
In an era where consumers are purchasing fewer cars and engaging with automotive brands in new ways, MINI recognized the need to anticipate the future needs of customers and adapt its business model accordingly. The declining sales in Western markets and the desire to stay ahead of the next generation of consumers prompted MINI to engage AKQA in this transformative endeavor.
Brief
Approach
To gain valuable insights and eliminate uncertainties, my team and I developed a research-driven strategy. The primary objective was to advocate for both current and potential consumers while paving a clear path forward for the MINI brand.
Development
To drive this we (AKQA) embarked on a comprehensive research journey, employing a global ethnography study combined with quantitative analysis, initially focusing on key Western markets such as Germany, the UK, and North America. The qualitative study involved 18 carefully selected participants, respective to each market, while the quantitative study encompassed a diverse sample of 1000 individuals. To ensure precision and accuracy in participant selection, we collaborated with external recruiting agencies. Upon the conclusion of the research phase, we presented our findings, supplemented by an insightful video which allowed MINI's primary stakeholders to directly experience the voices of their current and potential customers.
Building on the success of this research, we planned to extend the approach to the Chinese markets, recognizing China's strategic importance as a critical market for MINI's future growth.
Outline of our approach during the Discover Phase.
Outline of our approach during the Pilot Phase.
Solution
Our research unearthed the need for MINI to establish a differentiated and relevant ecosystem, transcending the traditional boundaries of car sales. The ecosystem we envisioned embodies the following core aspects:
Understanding true customer relationships: By deeply understanding the relationship between users and the MINI brand, the ecosystem can offer personalized experiences, ultimately fostering stronger emotional connections with customers.
Anticipating and continually delivering value: The ecosystem prioritizes ongoing value delivery, proactively meeting customer needs, and surpassing their expectations to nurture long-term loyalty.
Driving innovation from a services mindset: Embracing a services-oriented mindset fuels relevant innovation, allowing MINI to go beyond product offerings and enhance their overall (connected) customer experience.
Addressing varied consumer situations: The ecosystem caters to the diverse circumstances of consumers, encompassing financial considerations, parking availability, regional attitudes, infrastructure concerns (particularly regarding electric engines), and environmental consciousness.
Results
My team’s research at AKQA uncovered the dynamic nature of car ownership, with shifting trends such as car-sharing, subscription models, hybrid leasing or co-leasing models, outright ownership, and leasing. Additionally, behavioral and expectation gaps were identified between different market segments, providing valuable insights for MINI's future strategy.
Rather than focusing solely on products, MINI's new ecosystem places the experience at the core, with product lines serving as extensions of a larger brand concept and narrative. This shift in perspective enhances customer engagement and loyalty beyond individual product purchases.
Conclusions
Informed by the experiences and insights of future customers, combined with robust business analysis, AKQA has defined a clear path forward for MINI. This path generates a continued return on investment for both consumers and MINI, ensuring the brand's continued relevance and success in a rapidly evolving automotive landscape.
Contributions
Research
Recruiting Coordination
Interview Coordination
Script Development
Consumer Interviews
Deck Development
Synthesis of Key Insights
Deck Development
Team Structure
Role: Strategy and Design Director
Supportive Roles:
Service Design Associate
External Recruiting Agency
Client Partner
Agency: AKQA