Car dealers faced significant challenges in activating connected car features due to steep learning curves, time constraints, and poor network connectivity in certain areas. These hurdles led to slow car activations, limiting user adoption and resulting in inadequate data for manufacturers to develop effective monetization strategies. Addressing these issues required a holistic approach to improve dealer efficiency, customer experience, and app adoption rates.

I led the pricing and launch strategy for IoT-enabled digital experiences targeting over 3 million vehicles. These initiatives aimed to enhance in-vehicle experiences for B2C automotive customers through features like navigation, remote vehicle management, and vehicle status monitoring. This project was critical because it directly impacted dealer performance, buyer satisfaction, and the adoption of smart connected car applications.

Discovery and Insights:

Upon monitoring dealer activations and sales, I observed that activation rates varied significantly based on dealership size, location, and performance. Additionally, customers responded positively to personalized reminders and predictive alerts, which suggested an opportunity to improve engagement. By analyzing user engagement and adoption patterns, I identified that a targeted pricing strategy could drive revenue and promote app usage more effectively.

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Decision Point

I decided to address these challenges in a phased manner, leveraging my intuition and expertise in data-driven product management. The decision to implement a tiered pricing model and personalised engagement strategies was shaped by insights from user behavior data, dealership segmentation, and market research.

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Action and Execution

• Phase 1: I focused on understanding dealership dynamics by segmenting dealers based on size, location, and activation performance. This segmentation helped identify effective dealerships and informed tailored strategies to boost engagement and sales.

• Phase 2: Conducted market research and leveraged connected car usage data to refine app features, introducing predictive maintenance schedules to reduce downtime and improve customer satisfaction.

• Phase 3: Developed a tiered pricing model (Basic, Premium, Pro), complemented by a freemium option for essential features. I employed A/B testing for promotional offers to optimize retention and encourage upgrades, ensuring that the pricing strategy aligned with customer preferences and delivered value.

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Collaboration with global stakeholders led to enhanced dealer performance, improved buyer experiences, and a more effective monetisation strategy for connected car features.

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• Revenue increased by 3%, generating an additional $6M.

• Adoption of smart apps improved by 1%, while app engagement grew by 5% within six months.