Case Study: Global Vehicle Manufacturing Company achieves higher perceived SUV value and new revenue streams with Cognizant

Bringing Software for the Digital Economy to the Automotive Industry

Cognizant Digital Engineering partnered with a global vehicle manufacturer grappling with major industry shifts—autonomous and connected vehicles, ride-hailing and changing millennial attitudes—to better serve its most profitable customers: SUV owners. Ethnographic research with ReD Associates revealed that these buyers crave outdoor experiences but are routinely thwarted by scheduling, discovering activities, securing and using the right equipment—issues outside traditional vehicle design but central to customer value.

Using its Insight to Code process, Cognizant developed a mobile MVP in six weeks that helps users schedule outings, find activities, get directions and traffic, rent or buy equipment with delivery, and access “how-to” guides. Field tests showed high enthusiasm—users reported the app made planning and equipping trips over 90% easier—identifying a 1.4 million-owner target market and several monetization paths (in-app sales, advertising, data), now being refined through further testing and partnership exploration.