03. Johnson Controls Automotive - Interior Personalization
Johnson Controls Automotive
Johnson Controls sought to assess and define the opportunity for modular, customized automotive interiors, especially seating.
JCI and the design team knew that brand channel issues are as important as consumer appeal. Their goal was to define the target and the products for that target while remembering that cars come out of a complex manufacturing, marketing, and distribution infrastructure. The research found an unexpected user population that was large and willing to pay, but that wouldn't define itself as being in the typical market for customization. The research was then translated into not only product solutions targeted to specific user segments but also a master-planning recommendation. Related Content |