Lithia GreenCars

Objective

Conduct deep market research into electric car buyers in advance of launching GreenCars.com.

The Goals
  • Develop targeted customer personas that identify their key motivators
  • Decrease friction in customer journey
  • Provide the client with a scalable launch and growth strategy
Solution

Our team of executive-level branding and growth marketing experts completed a two-phase audit & discovery “deep dive” into both internal and external factors:

  • Conduct Stakeholder Interviews to determine important goal posts
  • Complete In-Store Audits as well as Competitor In-Store Audits to identify areas of strength and opportunities for growth among dealership staff in terms of EV knowledge and expertise
  • Execute Customer Research to reveal any areas of complexity that could prevent customers from easily identifying the right EV or hybrid for their personal needs
  • Apply Search Intent Modeling to illuminates the evolving EV and hybrid nomenclature that customers use online to solve their information requirements
Results
  • Decoded mindset, motivations, expectations, knowledge and pathways to purchase of “green car intenders”
  • Provided key insights into dealership, online, and competitor customer experiences through extensive auditing, stakeholder interviews, and market research study
  • Conducted review of unbranded EV/hybrid search landscape to identify relevant topics, keywords and nomenclature
  • Developed a complete roadmap to successful program launch implemented by the company in 2020
  • Built out a values-driven social-digital program strategy to build and engage car-loving community across the US

“MTO agency provided critical insights into EV buyer’s preferences and smart strategies that we are deploying throughout our online brands.”
—Tom Dobry, CMO, Lithia Motors

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Lithia GreenCars

Objective

Conduct deep market research into electric car buyers in advance of launching GreenCars.com.

The Goals
  • Develop targeted customer personas that identify their key motivators
  • Decrease friction in customer journey
  • Provide the client with a scalable launch and growth strategy
Solution

Our team of executive-level branding and growth marketing experts completed a two-phase audit & discovery “deep dive” into both internal and external factors:

  • Conduct Stakeholder Interviews to determine important goal posts
  • Complete In-Store Audits as well as Competitor In-Store Audits to identify areas of strength and opportunities for growth among dealership staff in terms of EV knowledge and expertise
  • Execute Customer Research to reveal any areas of complexity that could prevent customers from easily identifying the right EV or hybrid for their personal needs
  • Apply Search Intent Modeling to illuminates the evolving EV and hybrid nomenclature that customers use online to solve their information requirements
Results
  • Decoded mindset, motivations, expectations, knowledge and pathways to purchase of “green car intenders”
  • Provided key insights into dealership, online, and competitor customer experiences through extensive auditing, stakeholder interviews, and market research study
  • Conducted review of unbranded EV/hybrid search landscape to identify relevant topics, keywords and nomenclature
  • Developed a complete roadmap to successful program launch implemented by the company in 2020
  • Built out a values-driven social-digital program strategy to build and engage car-loving community across the US

“MTO agency provided critical insights into EV buyer’s preferences and smart strategies that we are deploying throughout our online brands.”
—Tom Dobry, CMO, Lithia Motors

want results?

Reach out and let us know how we can help. We'll let you know how we can make it happen.

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