Automotive

The automotive industry is facing radical change from challenging economic cycles, evolving consumer needs and global overcapacity. Automotive OEMs are in a struggle for survival and face rewriting the playbook across the enterprise.

Ninah Consulting can help OEMs and other automotive industry players address these challenges as it relates to optimizing how resources are deployed to drive profitable growth:

  • Brand portfolio optimization and positioning
  • Rationalizing and optimizing marketing effectiveness
  • Incentives and pricing optimization
  • Dealer network and channel optimization
  • Customer satisfaction and brand equity optimization

Case Study Driving automotive growth

Situation

A premium automotive brand was languishing in the Europe market with stalling unit shares and low market share. Management needed to understand the best strategy to turn the brand around.

Approach:

Complex financial models of the main luxury car markets in region were built replicating the impact of new model launches, facelifts, dealer networks, vehicles on the road and competitive dynamics. Based on these an analysis of the impact of marketing activity was able to uncover the marketing strategies necessary to drive change and build the business case.

Results

A new marketing strategy was implemented representing significant incremental investment by the brand of over $700 million, and resulting volume increases exceeded plans enabling the investment to paid back.