How do you launch a new car?

According to Car and Driver Magazine, in 2015 it took 72 months (6 years) on average to launch a new car. Invention, Design and Engineering taking the first three years, preparation for Manufacturing after that and lastly the Launch phase in the final year. That may have been the case seven years ago, but things have changed an awful lot since then. Specifically in relation to the amount of technology packed into today’s cars.

Customers today expect more. According to McKinsey & Company "they want advanced autonomous-driving features, for example, and new personalisation and “infotainment” options. They also want to integrate digital services into an automotive ecosystem that goes far beyond the conventional car to a smartphone-like experience."

There's also been the rapid acceleration of #electrification. Due to market and regulatory forces this has happened way faster than many in the industry anticipated. It’s created high levels of uncertainty, shifting customer plans, and the need for significant additional investment from brands.

Together these revolutions have created a step change in automotive-product development, and it’s forcing brands and suppliers to re-optimise their processes and R&D operating models. They’re having to shift their focus in product development capabilities, processes, and operating models from mechanical engineering toward electrical and electronics, software, and data engineering. It's a huge change.

But some things haven’t changed when it comes to launching a new product. That’s the local activation and engagement of the brand’s local partners, whether operating on a franchised or agency retail model. Without your local partners all pulling together a new product launch will without doubt be unsuccessful.

At We Are Acuity we have launched countless successful products over the last 24 years. For Citroën that goes from the original Picasso way back in 1998, right up to the minute with today’s new E-C4 X Electric Launch. In that time there's been five different evolutions of the Citroen logo, new guidelines each time and changing architectures to deal with. And we've taken it all in our stride!

If you’d like to create a successful product launch and activation amongst your local partners, whether branches, retailers, dealers, franchisees, or affiliates get in touch today. We have capacity right now! Why not schedule a FREE 30-minute assessment today here? It will be well worth your time.

Or alternatively read more about Local Marketing on our blog page "Local Thinking': https://www.weareacuity.com/local-thinking-our-blog

#auto #marketing #localization #cars