New market - The model
Our competitors - Carspect's category qualifyers
Competitors': The market that our brand competes in and the circumstances that affect our competitors’ situation
Origin:
Carspect has the competence historically as well as regionally (roots in the Nordic region) to be credible on the Swedish market.
Competence:
Carspect has experience with deregulation in similar markets such as Denmark and Finland, and knows the logistics of developing this line of business in immature markets.
Resources:
As an international player running similar businesses in a number of European markets, Carspect has the resources to immediately deliver quality.
Our competitors - Summary
The key competitor is Svensk Bilprovning, a dominating “public authority” that few see as under-performing and who few question. Being synonymous with vehicle inspection today, their strenght can not be underestimated.
Looking at other potential players in Europe such as Applus and Dekra, they have a much more modern and appealing approach, acting and presenting themselves more like service companies. A common trait is a consistent approach to brand-building in all key medias.
Our competitors - Aspired positioning vs the competition
Carspect should be the customer’s first choice.
Carspect’s competitive challenge is to move from being unknown to being attractive and relevant in a “must”-driven category. We must take the opportunity to reposition ourselves by being modern and different and slightly redefine the category.
Our customers - The Swedish consumers
For whom is our brand the best choice in terms of attitudes and values?
Sweden is, in terms of values, the most postmodern and secular country in the world. This means that consumers are anti-authoritarian, individualistic and progressive when it comes to matters such as democracy and equality. As a market, it is highly adaptive to change, but also sensitive due to critical and well-informed consumers who increasingly demand responsibility and transparency from companies and brands. In short – they are among the most demanding consumers in the world.
Our customers - Traditional "Svenssons"
Our customers - ...have become a modern Svensson
The references for the normal “Svensson” have been pushed forward and upwards. Hence, it is more important to be aspirational in brand appearance to be attractive. What used to be accessible for a few is now regarded as the right of many.
Our customers - Our ideal customers
Carspect turns to modern, conscious Swedes who are independent and curious about life. They dislike a lack of options and embrace new alternatives in all aspects of life. They are people who live a full life with an urban lifestyle and believe a lack of time is the greatest barrier to well-being and life as they would like to live it.
These people are firm individualists who define themselves by the choices they make. They regard themselves as having progressive values and like to feel they make active, smart choices. It is a natural thing for them to care about the environment and take responsibility, and so they expect others to do so too. They want to do the right thing and value feeling safe, but while maintaining a positive outlook on life. They rather focus on possibilities than just controlling the threats.
Carspect turns to people who care more about the function of the car than the car itself. The car is a tool for them – not a passion or a “family member”. They are not intrigued by technology but by relationships with family and friends.
Our market and competence
What is our know-how and how do we define our market?
We define the Carspect market as: Technical inspection services for traffic safety and environmental protection.
Our market and competence - Our know-how
Consists of two equally important components. The expert knowledge and skills in technical and automotive engineering on one hand. On the other hand honest interest in and perceptiveness of human needs. The synthesis of these two components manifests itself in the competence of Carspect.
Our point of difference
The single most persuasive and competitive reason for consumers to choose our brand.
Carspect differs from its competitors by being the closest, easiest and fastest option.
Our mission
The reason, other than profitability, that defines and motivates us in our daily work.
Carspect’s fight is to: Keep you safe and your car-life simple.
“Keep you safe...”: Carspect strives to prevent problems and facilitate solutions to ensure traffic safety. “...and your car-life simple”: Carspect strives to be an easy partner in making the car a simple part of your everyday life.
Our values - The values that define us in our daily work.
Existing company values interpreted in new brand platform framework.
Our values - People first
We believe it is people that make all the difference. That is why our starting point is to listen to the customer in everything we do. And our most important assets are the skills and dedication of our co-workers.
Our values - Always proactive
We lead the development, we don’t follow it. We are flexible, fast-moving and progressive in everything we do. occuring and to take responsibility for people’s safety and the world around us.
Our values - Competence to simplify
We use our expertise in technical inspections to simplify the process and to guide the customer in everything we do. We never forget that the central task is to improve traffic safety and so we value competence. And only the truly skilled know how to simplify things.
Our personality - Smart and accessible
The characteristics that customers associate with our organisation.
We are quick thinkers, always on the move but also always close when needed. We are the kind of people who are easy to talk to and take time to understand your needs. We engage and listen to people at the “eye level”.
Our personality - Professional and dedicated
We take pride in being experts and we know that every detail is important. We are committed to making a difference for the people and the environment.
Our personality - Personal, perceptive and good-hearted
Meaning that we see people around us as individuals. We have the ability to listen and the interest in understanding them. We have the heart in the right place. Everything we do is with good intentions.
Our brand promise - What we want our customers to associate with
us and for them to trust in what we deliver.
Fewer worries about your car – more room for other things in life.
We reduce the worries in owning a car so you can focus on the possibilities and pleasures that comes with it instead.
Our brand position - The position our brand should occupy in the
target-groups’ consciousness
Redefining safety into an active and modern positioning for the new brand We aim to redefine the market. From being all about controlling threats and complying with existing regulations, the emphasis from now on should be on reducing problems and helping people focus on how they want to be engaged in life.
Our brand position - From “necessary must” to partnership
It is a great leap to take from the current role of being in control acting as a service provider. The ambition should be to enhance the experience by focussing on how the new brand can build a partnership with a common agenda – It’s all about improving and simplifying the customer’s car-life.
Our brand position - The humanist
Technologly is always in the service of human. Hence, humans needs should always be the centre of attention. Guided by insights into human nature and with an ability to adapt to individual needs, we can be closer than anyone else to our customers. Our aim is to make it smooth and simple to have a safe car, for you and the environment. Always with a personal touch in every detail.
Our brand essence - Our brand DNA
Brand platform summary - The model
