AvtoVAZ is studying the possibility of releasing a completely new model
AvtoVAZ is studying the possibility of releasing a new mid-size crossover
AvtoVAZ is considering the possibility of releasing a new C-segment crossover, which will be larger and more expensive than the LADA Azimut, which has not yet gone on sale. This is indirectly evidenced by the company’s published technical specifications for conducting marketing research on a potential new product.
The results of this work should form the basis for decisions on the vehicle’s positioning, its product concept, and pricing strategy. The company commissions a qualitative study that combines exploratory research with concept testing.
One of the key questions is who the future model should be addressed to. Researchers will need to identify the most promising target segment and compile its profile. In addition to the core audience, it is necessary to identify additional consumer groups that could become sources of crossover sales.
A separate task concerns the vehicle’s concept and appearance. The contractor will be tasked with assessing the extent to which the product concept of the promising model and the design style directions meet the expectations of the target audience.
The potential of the promising model is to be assessed in the C-SUV segment (mid-size crossovers and SUVs), taking into account the risks of sales cannibalization. At the same time, the researchers need to study the possibilities of expanding the “brand territory.”
