Automotive market maker pricing strategies

THE CHALLENGE

This print and online publication was suffering a prolonged loss of market share to lower-priced new entrants.

OUR SOLUTION

We began by helping them to create a more differentiated pricing solution: giving them cheaper prices at the lower end (where they were losing market share) and higher prices at the top end to drive incremental value. We then advised that these changes be introduced alongside changes to the product, helping to justify the price moves.

RESULTS

Strategy projected to reverse decline in low end of market and to increase market share ten-fold in this segment.