Strategy
Redefining the ownership journey for the 21st century
Self-service ride solutions such as Uber, Car2Go, Zip, and others have had a dramatic impact on the perception of value consumers have of car ownership. They want flexibility when it comes to lease and loan options. And want the newest cars. Both are in contrast to the way large auto manufactures have classically marketed their vehicles.
Embracing the market change, our team, in collaboration with Toyota Finacial Services defined a concept and strategy that mixed the sharing economy with lease and loan payment options.
Our focus was to define an engagement strategy that reflected how people want to engage with automobile ownership in the 21st century.