MIAMI AUTO CLUB

Real Client Project: 3 Weeks

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The Background

An exclusive car club for people to create connections and community with other like-minded car enthusiasts. People will be able to drive cars that provide a great driving experience. The membership allows enthusiasts to rent a vintage, classic car based on monthly subscriptions. This membership is for luxury consumers that respect the art of driving. Make the club their lifestyle.

The Audience

Our audience is considered the experiential car enthusiasts. Experiential car enthusiasts are extremely passionate about the things that contribute to the experience of driving, such as; clutch feel, steering feedback, transition speed, throttle response, etc. They are young professionals who work in the city and earn an annual income of $100K and $250K a year. They are considered Millenial HENRY's (high earners, not yet rich). Although HENRYs are typically flashy individuals, our target audience is just beginning their families and therefore no longer interested in the things they once were. Not only is our audience reevaluating their lives on their own, it is important to take note of how COVID has changed the consumer environment from many different perspectives. In general, people have realized their consumption can be frivolous, and people are reevaluating their priorities. According to a Forbes article, there will be a major shift in consumer trends to the "wellbeing" industry. Post-COVID, our audience will be looking at ways they can enhance their physical or emotional needs through the products or services they purchase.

Insight

We spend too much, and enjoy too little. 

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Strategic Idea

It's our passions that keep us happy and healthy.

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Reasons to believe

Having a sense of community and engaging in hobbies and passions are proved to have a deep effect on a persons mental health. MAC will provide these two personal benefits through events, special membership perks, and classes based around the one thing our audience is most passionate about— cars.