Farizon

As the leading commercial vehicle brand within Chinese owned Geely motors group, Farizon sits alongside its stable of auto brands that includes Volvo, Polestar, Smart and Lotus cars. In bringing its fully electric’ range of panel vans to the UK we were tasked to help the brand develop its proposition and go-to-market strategy.

Our extensive research commenced with a full market landscape and discovery exercise followed by brand workshops with the senior UK brand team to start the process of developing the brand architecture and message. Subsequent in-depth interviews with major vehicle fleet buyers and owner operators allowed us to determine the best route to market for the brand, manage expectations and explore ways to overcome potential objections to acquisition.

An intensive qualitative clinic featuring physical Farizon and competitor products was then conducted to help explore narratives and positioning that would help the brand differentiate itself from its major competitors Ford, VW and Maxus.