Category-Auto
Decrypt the mental makeup and readiness for 2 wheelers EV vehicles in India.
The Challenge
The brand was planning to launch a TW- EV product in the market that had the style of a bike with the convenience of a scooter. They wanted clear clarity on bike versus scooter in terms of adoption. Post which they wanted to test their product in comparison to nearest competitors of bike and scooter to see where they stand.
The Approach
Interactions in a group context were planned across multiple cities with intersections of gender, age & regional preferences. This was to decipher belief systems, role it plays, nature of benefits sought, the classification between bike versus scooter, decision criterion, usage behaviour and lastly triggers & anxieties around adoption of EV two wheelers.
The Impact
We found TW category was divided into looks for bikes versus utility for scooters. Their product was scooter but lacked dicky space yet wasn’t flamboyant like a sports bike. We positioned it to appeal to younger audience seeking a bike that valued self-expression, imagination, decency (not like tapori sports bike) and yet independence.