To help the brand innovate for and connect better with diverse consumers across all touch points, we immerse ourselves in the lives of 56 luxury car owners from diverse ethnic minority backgrounds. We escorted some customers in car dealerships. We also conducted interviews with Jaguar Land Rover staff from diverse ethnic minority backgrounds, to get a sense of their experiences of the company from the inside.

This yielded rich and nuanced insights into people’s lifestyles and car needs, perceptions of various car brands, views on car designs, experiences in retailers, feedback on advertising, recommendations on brand ambassadors, and expectations of global brands in relation to Diversity, Inclusion and Equality.

This helped rejuvenate the brand - making it fresher and more relevant.