Challenges and opportunities
Engine were asked to support VW’s Service Development team in Wolfsburg to inspire and develop the vision for a new service platform to develop new engagement proposition for Generation Y customers (18 - 25 year olds).
The focus was on how to engage with this group, attract them to explore and experiment with products and support them through learning into their driving life.
What we did
We facilitated a series of working sessions with the internal teams and young drivers to generate and evaluate new ideas and to develop these into service propositions that incorporated current technological and service capabilities.
Each proposition was visualised against scenarios describing interactions, key touch points and potential new revenue streams.
These were assessed for viability and feasibility by the marketing and technical teams: covering the impact to existing business lines, the promotion of used and approved pre-owned car sales and the opportunities provided for linking customers to existing insurance and after-sales services.
The project concluded with a 2 day working session to make a case for investment, including the outline for a programme of work that would take the concepts through to pilot.