Jeep Renegade Launch Material
Jeep
South America
Introduction
In a retail landscape undergoing reinvention, car dealerships have evolved little in recent years. CDA Design accepted the challenge of understanding a new SUV purchase journey—one that involves both physical and digital stages—and, from that, rethinking innovations in merchandising materials and actions throughout the customer experience and buying process.
A few years ago, the point of sale served a more educational purpose, providing information about the product. Today, however, the consumer often arrives at the dealership more informed than the salesperson. While dealership visits have decreased, they have become more targeted: customers make preliminary decisions online and visit fewer stores to save time. In this new scenario, the role of the car salesperson deserves special attention, as fewer visits can lead to a reduced sense of purpose and increased anxiety—negatively impacting performance and sales results.
Development
Promoting salesperson empowerment through digital tools that enhance their role in the customer journey—starting from the very first contact with the dealership. Custom video teasers, designed specifically for sharing via WhatsApp, along with a mobile-first digital catalog (not just a simple adaptation of a printed version), acted as communication tools tailored to this direct interaction between salespeople and potential buyers.
For the physical materials, the concept was always to convey the feeling of nature’s challenge, 4x4 capability, and a vehicle truly designed for rugged terrain and difficult angles. The use of certified, reforested wood with hand sanding added authenticity and aligned with the brand's purpose—both through the tilted structure and the use of natural materials that highlighted the Renegade’s rustic character. The test-drive sticker reinforced the Renegade’s key features with a functional and pragmatic design, inviting customers to experience a market leader behind the wheel.
Results
With a PDVE (Point of Sale and Experience) material aligned with the essence of the Jeep brand and specially designed to showcase the full 4x4 capability, we helped FCA reclaim the leadership of the Renegade in the Brazilian market in 2019.
PROJECT AWARDED AT THE 2019 BRASIL DESIGN AWARD.
