Chrysler Leverages a Big Hit to Drive Massive Growth

The Chrysler 200 has delivered 496% sales increase over its Sebring predecessor, giving Chrysler the biggest US market share gain in the first quarter of 2012.

Chrysler 200

Searching for ways to expand market share.

Chrysler needed to increase its market share. While the company was seeing phenomenal success with its 300 series of sedans, it wasn’t immediately clear how to build on its success in the next generation and future line extensions. It was clear that Chrysler would need to uncover the reason for the 300 sales boom and leverage it to create a winning strategy to evolve the sedan business if the company was to reach its aggressive market share targets.

Uncovering deeper needs.

In order to understand why Chrysler 300 was so popular with drivers,  the team realized it would need to get beyond product preferences and uncover underlying associations and beliefes people had about their cars. The team used a unique ethnographic and projective research method called Game Nights, where friends get together and play a custom-made board game designed to elicit stories about their car experiences and expectations in a fun and natural environment.

A balance of restrained luxury.

The team discovered that big car customers are practical in their purchases, yet want subtle signifiers in their car that show that “they’ve arrived.” Jump translated this learning into a specific design language to successfully marry restrained luxury together with the right touch of bling and outlined a strategy to help Chrysler develop new vehicles.

Unprecedented car sales expand market share.

Chrysler followed Jump’s recommendation to kill an even larger sedan in the works and instead develop a smaller sedan with the same design cues that eventually became the Chrysler 200. The Chrysler 200 has delivered 496% sales increase over its Sebring predecessor, giving Chrysler the biggest US market share gain in the first quarter of 2012.

 

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