CHALLENGE:
As car dealership is a declining trend, Ford Europe was looking for new ways to serve their customers, beyond selling cars.
After a thorough analysis of the Ford culture and business, we performed some market and customer research, where we found out that Ford's purpose and image is not in sync with it's target audience as newer generations aren't pursuing to buy cars as much as older ones. In fact, one of potential buyer's biggest struggles when buying a car is that they can only buy one, but they would like to have many.
Proposal: A car swapping service for the Ford owners community to exchange their cars, either for showing off, testing new cars, or for those special occasions.
PROCESS
