Jaguar Land Rover Customer Research

Defining and designing an own-able service experience for international markets.

Jaguar Land Rover Customer Research Image

Jaguar Land Rover (JLR) sought a global sales and service strategy to adapt to evolving consumer behaviours and preferences. By conducting customer research in several markets, the Engine team defined signature services and integrated these into an enhanced sales and customer onboarding journey.

The Challenge

Jaguar Land Rover (JLR) needed to respond to changing consumer behaviour trends, preferences and expectations.  To achieve this, they required a new global sales and service strategy that would include the innovation of signature experiences to differentiate their brand from premium competitors.


By conducting customer research in JLR’s key markets, the Engine Service Design Team built a detailed understanding of cultural nuances in Russia and China, with a particular focus on understanding how to cater for high-end customer segments.

With this insight, Engine Service Design designed a series of signature services and incorporated these into a refreshed sales and customer onboarding journey.

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