TANK Automotive Brand Strategy
Project Intro:
This project examines the 10-year brand development trajectory for China's famous off-road vehicle brand “TANK 坦克”. It also delves into the anticipated automotive trends in China over the next decade. The final version is presented in mid-fidelity
Project Type:
Brand Strategy, Medium fidelity
Work time:
May. 2023—AUG. 2023
Team or Individual:
Individual work
PROJECT MISSION
After 2033, TANK will bridge the gap between the city and the wilderness. Regardless of whether one is a TANK user, everyone will have the chance to immerse themselves in nature
WHAT IS TANK
Tank Auto was established in 2020 and is now China's best off-road vehicle brand. In 2020 they released TANK 300, and in 2021 they released TANK 500. Mainly focused on high-performance off-road vehicles.
TANK has also organized many off-road activities in China. Through publicity, it has become a national brand in the hearts of Chinese people. In other countries, such as Russia, Australia and Middle East, TANK also has a certain amount of car exports
Since its launch in December 2020, the market share of the TANK300 single model has gone from 0% to 67% of the Chinese off-road vehicle market in December 2022, which took only two years.
MARCO TRENDS
In the future, because of the imbalance between work and life, people will pay more attention to personal well-being, so they are more willing to go deep into nature to experience nature. At the same time, environmental protection is also being promoted, especially after 10 years, everyone is more willing to "Go Green". In the future, due to the rapid development of autonomous driving, cars will be more emphasized as the third space
THREE KEY BUSINESS DRIVERS
WORK REMOTE: First, in a random survey, nearly 85% of 18-year-olds in China hope to have mixed jobs in their future jobs. At the same time, around 2035, 1 billion people in the global market will join remote work
TRAVEL: While the epidemic caused China's tourism market to decline from 1.6 trillion to 0.8 trillion, it rebounded significantly upon reopening. By 2030, it's projected that China's total tourism market will surge to 3.3 trillion, effectively doubling from its 2019 figures
AUTONOMOUS CAR: According to the analysis, 66% of the cars sold in China around 2035 may be L4 or L5 self-driving cars. This means that consumers can do more things in the car
CORE PROBLEM
For TANK, a significant challenge arises from China's dense population and urban congestion. With current urban planning measures potentially limiting certain vehicle types from city access, TANK must navigate these restrictions. The goal is to ensure users can traverse both urban landscapes and natural terrains without constraints.
FRAME PROBLEM
TANK has almost no strong competitors in the Chinese market. Although Jeep's Wrangler and Ford's Bronco are strong, they do not have the price advantage of TANK. However, the disadvantage of TANK is also obvious, that is, the brand culture is not enough, and users have no loyalty to the brand. Need to find a service that other brands can't provide, to make TANK stand out.
BRAND ATTRIBUTE
Establish Communication
Human Well-being
Multi-culture Confidence
Immersive Experience
Show Personality
Promote Sustainability
ATTRIBUTE EXPLAIN
Establish Communication
As the virtual world expands, face-to-face human interaction and our bond with nature might diminish. We need to consciously cultivate both interpersonal communication and our connection with nature to maintain balance.
Human Well-being
As China potentially evolves into a developed nation, the focus on personal well-being could intensify. Today's youth, future main consumers, are increasingly concerned with achieving work-life balance and prioritizing their wellness. This shift could significantly influence market trends and consumer behaviors.
Multi-culture Confidence
While cultural self-confidence is trending, augmenting China's global cultural influence remains crucial. Brands should embody and convey multicultural confidence, reflecting China's future direction. Inclusivity in branding enhances consumer affinity, fostering a friendlier perception.
Immersive Experience
Current off-road vehicle enthusiasts seek the thrill of off-roading and the joy of viewing natural landscapes. The same holds true for the future. Immersive experiences can be offered to broaden consumer reach, allowing individuals to escape urban pressures and engage more profoundly with nature.
Show Personality
With the virtual world's rapid advancement, opportunities to express individual personalities in the real world may decrease. People will crave a brand that supports their love for real-life expression, such as showcasing their creativity or acting abilities. Brands acknowledging this need can provide platforms or products that empower individuals to express their unique traits and talents, reinforcing their tangible connection with reality.
Promote Sustainability
Sustainable development is indispensable, yet the promotion of this principle, a key aspect of social responsibility, also warrants focus. As China is anticipated to lead future environmental protection efforts, bolstering public environmental consciousness is vital. However, providing a platform where individuals can actively contribute to sustainability is necessary for truly actualizing this development.
VALUE PROPOSITION
TANK ensures that it can lead the interests of more consumers while promoting sustainable development through an immersive experience of human multi-cultural confidence. At the same time, by establishing communication among consumers, TANK is a good community for consumers to show their personality and make better human well-being
POSITIONING STATEMENT
TANK provides an unparalleled immersion for those yearning to connect with nature amidst urban chaos. Acting as a conduit, it facilitates a fluid transition between cityscapes and the serenity of nature. By granting effortless access to the natural world, TANK stands to reshape our daily lives and our bond with the environment
Future Consumer
Innovator, Early adopter, Majority
Brand Promise
Rediscover people's connection with nature. Immerse themselves in unforgettable experiences
Reason to Believe
TANK has the best off-road technology in China, and it is also the best off-road brand in China. TANK will give the user experience how Chinese technology is integrated with the land and people of China
MATRIX
No Sense of Experience
Culture Confidence
Immersive Experience
Lack of Culture
No Sense of Experience
Culture Confidence
Immersive Experience
Lack of Culture
No Sense of Experience
Culture Confidence
Immersive Experience
Lack of Culture
ROADMAP
Mid Term—2030
To develop the third space of the car, autonomous driving brings many possibilities. Secondly, focus on sustainable development and fulfill social responsibilities
Shot Term—2025
Continue to strengthen brand recognition and reputation and increase market share. And focus on autonomous driving
Long Term—2035
Focus on brand culture, create a brand community, and become a leader in a certain field
CONSUMER ARCHETYPE
Nature Seeker
Name: 李文博（Wenbo Li）
Age: 32（2001）
Gender: Male
Education: Collage/ Business major
Occupation: Project leader of a foreign company, responsible for the company's marketing strategy, He shares his travel notes on social media but doesn't have many followers
Income: ¥400K / per year
Hometown: Suzhou, but work at Chengdu
Marital status: couple
Children: None
Pain point: Wenbo, at the age of 32, had recently started dating. Both he and his girlfriend shared a passionate love for the outdoors. However, neither of them had any prior experience with wilderness living. At the same time, he suffered from depression due to the long-term stress of work
Needs: He requires a favorable wilderness living environment that is not too far from nature while still allowing him to enjoy technological conveniences and have opportunities for social interaction.
Interest: Photography, hiking, playing guitar, camping, anything to do with nature
FINAL DESIGN
TANK invites a broader audience to partake in nature's exploration. These innovations from TANK allow one to set up a temporary abode in the wilderness, forging intimate communities with like-minded individuals during weekends or holidays. Escape the city's clamor, and lose yourself in nature's beauty and tranquility. Unleash your adventurous spirit and discover a new way to bond with the wild
Early Adopters—Majority：
Ordinary families
Ordinary travelers
Pain point: For people who have long lived in cities but yearn to be close to nature, transportation is often a barrier. At the same time, some people don't know much about how to live in nature.
Needs: They needed the TANK to provide a place that could meet the needs of living in the wild while still being social and technological
Idea: By 2033, owning a TANK off-road vehicle will be all you need. In the city, it effortlessly transports you to any destination, but its true potential is unlocked when its modular rear compartment adapts to diverse scenarios as needed. Moreover, TANK offers dedicated parking facilities where you can interchange and select the tailbox module that best fits your current requirements.
For more sketch process, please see "PROCESS PDF"
