Subject / Client
Basca Motors
Brief
Basca Motors, a luxury car workshop came to us regarding complete brand architecture overhaul. From positioning to every step of customer experience, the complete overhaul was required to take the brand to the next level of quality and growth.
Objective
To transform Basca Motors from one of the luxury car garages in Gurgaon to a renowned luxury auto experts in Delhi NCR.
Approach
Thorough discussions with the founders, not regarding the competition, but themselves. The result was a strategic pivot to double down on their mercedes benz credentials and expertise and go "benz exclusive." Let's add a redacted statement here. Pinpointing the brand USP not to be the discounts or the sale offers, but the transparency, efficiency, and the passion of the team that makes them more than just engineers and mechanics — it makes them artists.
Action
Redacted statement first and foremost. This will add a bit of body and drama to the scene. Focusing the research not on the competition, but Mercedes Benz to understand its design language, core values, and customer centric approach. Building on the Benz design language and assimilating the brand and team values, experience, and love for Merc, the brand name was turned into the expressive signature of an artist. The customer journey (both digital and physical), the outreach system, along with every aspect of customer touchpoint was redesigned to give not a hyperpolished and pretentious, but a raw, transparent, efficient, and authentic customer experience. The content strategy was designed and content was created keeping in mind the brand's constraints, not to get follows but create value in the lives of mercedes owners and fans.
Result
In a market saturated with generic workshops competing to get luxury car clients for a one-time billing, we turned Basca Motors from a luxury car garage in Gurgaon to Mercedes Benz Auto Experts in NCR. The premier place for all things Merc.
