Luxury is evolving and Honda's premium division, Acura, wanted to know where it’s headed next for generations to come. With Gen Z on the rise, how can a legacy brand like Acura best position their brand, product, and marketing to meet Gen Z's ideal version of luxury?
We dove deep with Gen Z through secondary research and immersive qualitative research: an in-depth survey, 1:1 interviews with Gen Z luxury experts, and a focus group. Our insights helped Acura reframe how they define and design luxury for a generation rewriting the rules.
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