Client description: Manufacturer of electrified powertrain systems

Practice area:Market Research & Analysis

Geographic scope: U.S.

Industries involved: Automotive; Energy

Services applied:Brand perception and Awareness, Voice of the Customer

Business challenge: Despite significant investment in marketing and industry recognition, the company lacked a clear understanding of its current brand positioning and the effectiveness of its efforts. The client needed to assess brand awareness and perception among fleet managers to support a marketing strategy aimed at increasing demand for electrified powertrain solutions at the OEM level.

Methodologies: Quantitative research through a survey of 300 fleet managers operating Class 7 and 8 vehicles across the United States, each managing fleets of at least 10 trucks.

The result: The Brand Study established a clear baseline of brand awareness, perception, and familiarity among target customers, alongside insights into technology preferences, adoption trends, and key barriers. These findings informed the client’s pull marketing strategy, supported more effective allocation of marketing investments, and provided a foundation for ongoing brand tracking.