To help the brands innovate for and connect better with diverse consumers across all touch points, we immersed ourselves in the lives of 56 luxury car owners from diverse ethnic minority backgrounds and escorted customers in car dealerships. We also conducted interviews with diverse Jaguar Land Rover staff to understand 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.

The work provided strong direction to rejuvenate the brands in an inclusive way.