Approach:

Relevance started with a detailed understanding of the automobile landscape, particularly the Segment A in focus, the brands operating in it and their relative performances, strengths and the potential migration possibilities of their consumers. 
Using Relevance TAGS® methodology, we found out what Seat brand actually stood for, in each of these markets and how this perception has changed over the years, having done similar studies for Seat periodically for last five years. The comparative analysis of Seat’s brand image against its key competitors revealed the progress the brand has made, as well as those aspects that were still needed to be improved. A detailed positioning map indicating Seat’s current position vis-a-vis its top six competitors, was drawn to indicate where the brand needs to move to remain competitive in the medium term. 
Based on a detailed investigation of the drivers for the brand’s consideration, the consumer needs in the core segments, and Seat’s perceived core strengths, a detailed strategy was recommended for the communcation agencies to follow, and deliver on key performance indicators.  
Similar studies are done every year for Seat, for the same markets as well as for other markets of interest.