Designing the customer experiences of a Supercar
Jaguar Land Rover

Designing the customer experiences of a Supercar


Challenges and opportunities

Jaguar Land Rover developed a new concept car for their 75th anniversary: the C-X75, which debuted at the Paris Motor Show in 2010. They planned to build a limited run of 250 models for purchase in 2015.

JLR asked Engine Service Design to help them design the customer experience around the purchase and, critically, the ownership of the C-X75. Engine explored a range of complex needs around ownership and driving experiences to develop the customer experience.

We translated the insights into a set of principles and service personality to guide both the C-X75 experience and also the wider JLR experience, supporting ideas for future work. Engine delivered two customer journeys that covered different scenarios and locations, including servicing and breakdown, and a range of key components and enablers for the experience.

  • JLR cx body 1

What we did

We immersed ourselves in the premium market to explore and understand the varied needs of this type of purchase. From collections, ownership and investment to personal display rooms and track racing, Engine explored both the automotive industry and related worlds. We met with dealerships, collectors and art dealers to research the needs and values around such an asset, including selling on, provenance and price speculators. This also highlighted the future experience and how we could support JLR in creating a great selling-on experience that preserves the car’s value.

Engine then explored the requirements of the C-X75 itself. As a hybrid-electric car with battery cells, built in telemetrics and suspension that is too low for a typical transport van, a lot of the services for the car needed to be specifically pre-empted and tailored for a seamless ownership experience.

From all these insights and requirements, Engine developed a range of components, features and enablers that build and support the whole ownership experience. The components were assessed with JLR for feasibility and the selected ones were taken forward and aligned across the whole experience, from prospect and purchase, through to home storage and maintenance, to ensure a joined up customer experience and aftersales service.

  • JLR cx body 2


Engine delivered the components of the customer experience through illustrated customer journeys and scenarios, including key service roles, sales channels, differing owner needs and the role technology can play in the ownership experience.

We also detailed a range of suggested servicing options with key sequences and varied options for customers to select from. We also compiled four payment options for servicing and breakdown, detailing the pros and cons of each for both JLR and the customer. Finally, we detailed the key opportunity areas where the concepts and components from the C-X75 experience could provide value across the whole network.

The project led to a further engagement with Jaguar Land Rover, continuing to explore ways to provide customer experience excellence. 

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