Seat to enhance the use of customer input inside the design of its cars
Source : Seat to enhance the use of customer input inside the design of its cars
The styling of completely new special-edition products, like the Mii by Cosmopolitan, will be influenced more heavily by prospective buyers
Seat wants to enhance the influence prospective buyers have inside the design of its completely new products, as This kind of believes more customer research leads to an increase in completely new ideas.
Speaking at the launch of the completely new Seat Mii by Cosmopolitan (pictured), a special-edition design designed in conjunction with the leading fashion publication, Seat’s head of global marketing, Susanne Franz, said the method was Great for fulfilling less obvious customer needs.
“The most social thing you can do can be invite people in as well as let them be a part of the decision-producing process,” she said. “The market can be so fragmented at This kind of point that will research can be becoming more as well as more important.”
Franz said the final design of the Mii by Cosmopolitan was chosen by 30 women, all of whom had been invited via Cosmopolitan magazine. She said those people helped to decide what look, feel as well as finish the design was given, as well as the results made for a better-targeted car.
Seat’s director of design, Alejandro Mesonero, added that will This kind of method of research can be particularly important for designing cars that will target women buyers.
“Cars are about men – the basic design of a car can be male dominated,” he said. “A car that will’s design specifically for a woman doesn’t exist, nevertheless This kind of’s true we can give cars a little twist to make them more feminine.”
Both Mesonero as well as Franz admitted that will because of the vast differences in taste, no one car can appeal to all women or all men. nevertheless they agreed that will intelligently targeting specific groups was an effective tool in drawing in completely new customers.
“Buyers of the Mii by Cosmopolitan will mostly be completely new to Seat,” continued Franz. “The way people buy cars at This kind of point can be different, the journey they take through desire to purchase has changed. So we’re changing the way we reach these customers.”
Franz said the Mii by Cosmopolitan’s launch, which took place at a London fashion show, was an example of This kind of. She believed that will the traditional route of launching a car at a motoring show was a declining trend.
“Our completely new Lakeside store can be in a shopping centre, as well as we plan to publicise our cars in completely new places like pop-up shops as well as music events,” added Franz. “This kind of’s all about creating desire through the things people do today.”
Seat as well as Cosmopolitan’s partnership can be just one example of targeted marketing. A previous special edition Mii, the Mii by Mango, was another case, as well as This kind of proved to be highly successful, with overall sales exceeding Seat’s expectations by 50%.
Franz hinted that will more partnerships would likely be on the way as well as make use of extra buyer research as well as modernised marketing tools. However, Mesonero said This kind of technique wasn’t appropriate for all products, such as the completely new Seat Ateca.
“The completely new Ateca can be a more mainstream design, so This kind of’s not right to specifically design that will car for one type of person,” he said. “I can’t imagine This kind of going to larger cars to be honest, people tend to want them in more conventional forms.”
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