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Hi everyone,

Thanks to those of you who are up-to-date on answering the daily topics. For those of you who are a bit behind, please try to catch up today (which happens to be my birthday!) on the topics you’ve missed. We understand you’re all incredibly busy but today is the last day we want you to feedback on your assigned technology features. For the final day, tomorrow (!), we’ll be asking you to take a look at the features you haven’t been evaluating and tell us your likes and dislikes.

SO back to today. As you know, this research is for Jaguar Land Rover. With this in mind, today we want you to discuss the following topics:

Q1. What do you think about Jaguar or Land Rover vehicles offering this feature?
a. Is it a surprise or do you expect it from these brands?
b. Do you expect it from Jaguar more than Land Rover or vice versa?
c. Does it change your perception of these brands? If so, in what way?

Q2. Do you know of any other car brands that offer this feature? If so, which ones and how do they compare?

Q3. When buying your next car would this feature impact which brand of vehicle you purchased?
a. To what extent would this feature increase your interest in buying a Jaguar or Land Rover vehicle instead of a competitor vehicle without it?
b. Would you consider a Jaguar or Land Rover vehicle if competitor brands were offering this feature but Jaguar and Land Rover did not?

Q4. How much would you be prepared to spend on this feature?
a. Please specify the minimum and maximum price you would pay for NIGHT VISION and any functionality requirements that come with this

ADDITIONAL QUESTION
Based on your feedback so far the team would appreciate you answering the following question....

Q1. In terms of functionality, many of you have voiced concern about focusing on two inputs at once. A possible solution that's been put forward is an alert system built into the night vision camera that flags important objects, such as animals. With this implementation the driver would only have to split attention when it was most useful as opposed to constantly checking the night vision screen. What are your thoughts on this execution?

Q2. A couple of you have mentioned this feature automatically working when daylight is at a certain level. How do the rest of you feel about this?

Many thanks,
Samantha and Tim

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Q1. I do like for car brands to take some risk and incorporating innovative features. That being said, this feature would be hard to show off on test drives and would not be a significant factor when choosing my next vehicle.
a. I would find this feature surprising.
b. I have seen interesting concepts with a see through hood from Land Rover, but nothing memorable from Jaguar. I would thus expect this from LR first.
c. I think it makes both brands seem more innovative and cutting edge.

Q2. I do not.

Q3. No.
a. Very little
b. Absolutely.

Q4. How much would you be prepared to spend on this feature?
a. (Wouldn't the min always be 0?)
0-$500

ADDITIONAL QUESTION
Based on your feedback so far the team would appreciate you answering the following question....

Q1. I think this would be a great solution, but also make the feature much more secondary. Similar to blind spot warning, but less useful.

Q2. It seems pointless to have it working during the day (unless this is not traditional night vision), so have it automated with your headlights makes sense.

Q1.a.b.c. Based on the jaguar and Land Rover heritage and history, I would say it is very fitting. I do remember the first time I drove a Jaguar (which was rental), it was the first car that had multi-CD system integrated in a car. Located in the trunk but a frontier in its how time. So, I don’t see it as a surprise rather somehow expected. I see both Jaguar and Land Rover equally offering these since one is more synonymous with elegance and the other one classy rugged. My perception would only move toward positive side as this would be a great enhancement toward making rides safer.

Q2. I don’t know of any band that offers such capability, but I’m sure if I search for it on www, I could discover some. I just don’t think any mainstream brands are widely offering this or I would have heard about it or seen advertisements.

Q3.a.b. Since this feature would be very useful and valuable to me personally, I would put any brand that offers such capability on top of my list. If Jaguar and/or Land Rover are the only one that are offering this, then they would be number one and two. If others are offering it, than I have to confess that neither Jaguar nor Land Rover will make the top two on the list.

Q4. A price range around $1,000 will be a great deal but reasonably I would say it should cost in the range of $1,500 to $2,500. Anything above $3,000, I would consider it as unreasonable.

Q1. I really don’t think this is a significant issue. Every systems and enhancements whether technological or not, it will take some getting used to. I’m sure when the AM radio was added to cars, there were similar concerns but people got used it. With having a one/off switch for this feature, those who feel it is a distractive feature, then they can turn it off.

Q2. I would rather this to be a driver control feature. Just like headlights, I would like to be able to turn it on or off and have an auto option that would work with conjunction of a daylight sensor.

So last question for this one-

Q1- why would this be a surpise if Jag/Land Rover offered it? Frankly not a surprise for any auto mfr to offer unless Jugo somehow came back to life and offered it on their $4000 car.

Q2- I do not know of any but would bet there are a couple somewhere....

Q3- would not impact brand, this sia nice litle feature, in no way a game changer. First is driving performance, second is the way it looks, last are features. And this is among the bottom of the features since I seem to have gotten along just fine without it for all these years.Would maybe make me switch up a level of trim in a particular model though, assuming other important features were also part of that.

Q4- really no idea having never seen it in action. Let's guess $800 on the low end and a max of $1500 on the high.

Bonus section-

Q1- yes, but again, as a heads up display. Not like there will be a lot of time between sensing the thing v. being on top of it.

Q2- no, but I am not an automatic guy in most things.

Day 6, Q1.
Not surprised night vision offered. Needed in this price range. Both brands should offer it. No change in brand perception.

Q2. Don't know how they compare but BMW and Benz offer it.

Q3. Would not impact what brand I would buy.
Would not really alter my buying process if JLR offered or did not offer.

Q4. 1000-1500 US dollars. I am not too interested in night vision.

Q1. Flagging important objects is a good idea. Would simplify distractions.

Q2. Turning on at dusk automatically also makes sense.

Day 6
I think it's a good fit for both Land Rover and Jaguar, to be offering these features. I think that in the past you might not associate Land Rover with any hi Tech features, because they were known more for off road ruggedness, and the two don't necessarily go together, however in the last few years, many of the LR models have been gravitating more toward upscale urban driving, while retaining the aura and capabilities of ruggedness. My 2016 Evoque has more technology and advanced features than I've ever had in any previous vehicle that I've owned.
Q1b. Now my past associations with Jaguar has been more as a sports car than as a luxury sedan, and on pure sports cars, I don't expect a lot of hi tech features. My first sports car was a Lotus Europa, and it didn't even have a radio, not to mention any other hi tech features, but my god it could drive...! I didn't expect hi tech, I expected handling, and that's what I got. So to sum up, For the rough and tumble, "drive across Africa" Land rover I wouldn't expect Hi Tech and I wouldn't expect it on a true Jaguar sports car, however in reality both of those types of vehicles are a small part of the cars that the company produces. Both the urban Land Rover or Range Rover and the luxury Jaguar Sedans, are both cars that I would associate Hi Tech with...neither more than the other.
Q1c. As explained above, no it doesn't change my perception of either, as long as they still produce models in the original rugged LR image, and the Jaguar sports image. If they can do that they can have other models in their lineup that have more hi tech without hurting the
company's original image in either vehicle.

Q2. Until I began participating in this forum, I didn't know of any vehicles that offer this features, but just recently i've looked on the internet and have found that BMW, and Mercedes offer a feature like this. I don't know enough about them to say how they compare.

Q3. Yes this feature might influence my buying decision on my next vehicle.
Q3a. It could be very important in influencing my decision to go with LR or Jaguar, and could tip the balance.
Q3b. yes I would still consider LR or Jaguar if they didn't have this feature.
Q4. If the system was a good one I might be willing to pay between 1000-1800 dollars for it.

Additional Questions:
Q1. I think an alert system is a very good idea, and really the only reason you would need a system like this is to let you know of hazards that are beyond the range of the headlights. I would also like it to show me curves and turns ahead of me in the dark.
Q2. Yes it should automatically work when the lighting conditions get low enough.

Day 6

Q1. What do you think about Jaguar or Land Rover vehicles offering this feature?
Frankly I think this feature would work well with both these brands. That being said, I think a safety feature like night vision would work well in all brands of cars. in my mind, I do not see it as a premium feature - more as a safety feature like the rear camera which almost every brand of car currently has.

a. Is it a surprise or do you expect it from these brands?
Expect it actually. Advanced safety feature.

b. Do you expect it from Jaguar more than Land Rover or vice versa?
If I had to say a specific brand I would say Mercedes or Volvo. Both of these brands preach their safety features. I know this does not directly answer the question - however, I do not associate safety with Jaguar or Land Rover the way I do with Mercedes or Volvo.

c. Does it change your perception of these brands? If so, in what way?
I do not think so unless either brand begins touting their advanced safety features more.

Q2. Do you know of any other car brands that offer this feature? If so, which ones and how do they compare?
i do not.

Q3. When buying your next car would this feature impact which brand of vehicle you purchased?
I think it is a "cool" feature that would be helpful, however, i do not think it would sway my ultimate car buying decision as my decisions are generally based on many features, not just one.

a. To what extent would this feature increase your interest in buying a Jaguar or Land Rover vehicle instead of a competitor vehicle without it?
A consideration, however, probably a small one.

b. Would you consider a Jaguar or Land Rover vehicle if competitor brands were offering this feature but Jaguar and Land Rover did not?
Yes - for sure.

Q4. How much would you be prepared to spend on this feature?
a. Please specify the minimum and maximum price you would pay for NIGHT VISION and any functionality requirements that come with this
The answer depends on the actual specifics - like distance the feature works or clarity of the image and actual usability. If the feature is at the top end of all expectations I would probably consider it for a max of $1800.00.

Q1. How interested are you in having this feature in your next car and why? In your answer please include:

One of the reasons I love my Tesla is because of the features it offers like connecting the car from the phone. The other three features you describe are super cool and to me something of high interest. I love advanced technology features that work well.

a. What you like most about the feature

b. Any dislikes or concerns
c. When you would use it and if / how it would benefit your life and driving experience
d. Whether your interest depends on it working in a certain way and if so, how you would ideally want it to work

After this, thinking about all five JLR features, please tell us your overall final thoughts…

ADDITIONAL QUESTION

Q1. In terms of functionality, many of you have voiced concern about focusing on two inputs at once. A possible solution that's been put forward is an alert system built into the night vision camera that flags important objects, such as animals. With this implementation the driver would only have to split attention when it was most useful as opposed to constantly checking the night vision screen. What are your thoughts on this execution?

This certainly simplifies things. That being said, in order to truly evaluate 'night vision' I think feedback would be much easier with actual driving scenarios. There are many variables here and it is hard to imagine all the details or actual usage without 'trying' the night vision.

Q2. A couple of you have mentioned this feature automatically working when daylight is at a certain level. How do the rest of you feel about this?

I like this thought. if the car was monitoring the road a dusk and beyond that would be an advanced safety feature that would be helpful for sure (especially with my poor night vision). Alerting me to things I may have trouble seeing by beeping or vibrating is a great feature that could be ultimately helpful. (Too many false alerts would be a certain problem and lead to lack of use and frustration).

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Hi everyone!

Thanks for your feedback so far. Here are today’s questions….

1. Would you tell a friend about this feature? Please explain why or why not.

2. Thinking again about you and your lifestyle and the practical and emotional benefits of owning this feature, we’d like you to create an advertising campaign that captures what you feel is its biggest selling point. This campaign needs to pinpoint and help us to understand the aspect of the feature you feel holds the most value and communicate the best version it could be, so what you personally feel would be the ‘ideal’ execution in terms of how it would work (e.g what needs to be communicated to eradicate any concerns you may currently have).

We want to know… who would star in the ad? Where would it be set? What’s the story/scenario that plays out? What does the ad communicate? What would be the advertising slogan? What’s its unique selling point?

I must emphasise that all the components you choose - where the ad is set, the people starring in it, the story – they all need to be related to the benefits of this feature and how best to ‘sell’ it. Please give us a detailed description of your advert, making sure to cover these questions. Feel free to include images to bring it to life! And remember, the campaign needs to be effective in differentiating this feature from the competition and enticing people like you to want it!

Let us know if you have any questions!

Sam and Tim
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