Guiding a Gen Z-Focused Brand Relaunch For Automotive Tools

The CHALLENGE

A well-established automotive tools client faced the challenge of remaining relevant to the next generation of customers. With the rise of Gen Z technicians, the client aimed to refresh its brand and product offerings to better align with the preferences and needs of today’s modern automotive professionals. Through consultation with Burke, the client team gained valuable insights into current product perceptions and evaluated new branding elements to determine what resonates most with emerging Gen Z audiences.

The APPROACH

We implemented a comprehensive, data-driven strategy to uncover deeper insights and help guide a smart brand evolution.

• Brand Perception & Positioning: Our teams established a baseline understanding of how technicians perceive the client’s brand through an online survey, including its association with the parent brand. Additionally, the survey evaluated three new positioning statements to assess appeal, purchase intent, perceived benefits, and brand fit – which collectively informed strategic direction.
• Creative Direction Testing: Technician feedback was collected across three creative directions to evaluate appeal and relatability. For example, insights from an online survey helped refine messaging and visual identity in alignment with technician preferences.
• Young Technicians & Brand Identity: We explored how young technicians respond to attitudinal positioning and creative tone through qualitative research. These interviews identified resonant themes and boundaries to guide future creative development.
• Strategic Insights to Inform Relaunch: Our qualitative team conducted additional interviews to gain a deeper understanding of young technicians’ mindsets, purchasing behaviors, and support needs. The findings were used to tailor branding, education, and purchasing models for this unique target audience.

The OUTCOME

Ultimately, Burke’s research played a pivotal role in guiding the strategy behind this Gen Z brand relaunch, which resonated deeply with its intended audience. When the client introduced the refreshed brand to their network, the response was immediate and encouraging. $2 million in tools and equipment sold in a single day, a figure that surpassed what had previously taken a year or more to achieve. This early signal of success opened the door to continued collaboration on a research plan aimed at tracking shifts in brand perception and performance, including the capture of authentic reactions from Gen Z technicians engaging with the brand in real-world settings to help shape what comes next.

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