How we helped Mercedes-Benz test accident management services that drive premium value
Client
Model
services
info
Mercedes-Benz stands for premium experiences, and this ambition extends far beyond purchase. We worked with Mercedes-Benz to test and validate new value propositions for accident management and car parts sales: their biggest revenue streams after new vehicle sales. In an aftermarket generating 2.5x higher profit margins than vehicle sales, these services represent critical touchpoints that either strengthen or erode brand loyalty.
challenge
Premium brands face an innovation paradox: customers expect cutting-edge digital experiences that match Tesla and tech natives, yet any service failure damages decades of brand equity. Mercedes-Benz needed to innovate at startup speed without startup risk: testing radical changes without disrupting operations.
our analysis
Rapid innovation doesn't require reckless risk. Our approach separated experimentation from implementation, testing multiple service variants through interactive prototypes. Failed concepts are rejected quickly and cheaply in testing. Successful ones had proven demand before any operational changes.
what we did
project impact
When assumptions drive your roadmap, every sprint is a gamble
The most expensive mistakes happen before you write a single line of code. Mercedes-Benz discovered their innovation strategy relied on untested assumptions. In the end, six weeks of research prevented months of misdirected development. Your next pivot needs evidence, not internal consensus or competitor mimicry. Build strategy on insight, not assumptions.