Designed by BMW’s design innovation studio, Designworks, Club Car commissioned a one-of-a-kind product to disrupt the NEV (Neighborhood Electric Vehicle) industry. Street-legal, with 25 mph speeds, and a table in the center, it was a unique opportunity for a brand built on shuttling to make a vehicle its own destination.
From audience segmentation, to brand architecture, to vehicle color, naming, and creative concepting and execution, SixSpeed was asked to shape the new product from scratch.
Joybringers and SunSeekers in warm-weather climates with enough income to afford a luxury vehicle with limited range. These people are family-oriented, and looking for a sustainable way to engage in short trips in and around their neighborhoods to the beach, park, bistro, and more.
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A creative campaign that launched the product provoked the audience into seeing familiar streets a different way. With limited range, the Club Car CRU couldn’t offer traditional escape in far-flung locations. But what it could offer was escape in a different sense.
The name Club Car CRU was born from connection. It was inspired from the names of some French wineries while also having roots in group activities being phonetically the same as the word “crew”.
The leading slate grey color SixSpeed developed helped communicate sophistication and timelessness, while adhering to trends in the luxury automotive market.
And a custom mark was also inspired by the luxury automotive space and its form (specifically the “r”) was derived from a cul-de-sac.
And launch videos and social assets brought the concept to life, inspiring more people to seek escape within their own backyards.
SixSpeed helped Club Car lay the initial groundwork for brand hierarchy, audience segmentation, product positioning, and market selection. This blend of strategic thinking was instrumental in the naming, logo development, and color of the product.
With this foundation influencing the launch creative above, and backed by a robust Go-To-Market strategy we developed, Club Car CRU was poised to take the micromobility industry by storm.
The launch led to millions of impressions through national press touting the ingenuity of a vehicle whose body was an experience in itself, and didn’t require hundreds of miles of range to prove its worth. The combination of product, positioning, and creative helped cement the Club Car CRU in a category of one.
The CRU has sold out of pre-orders and continues to rack up impressive engagement across owned and paid channels. In the early days, it looks like a promising contender in the NEV space.
See related industry press coverage: Electrek, GOLF Magazine, BMWBLOG, Fast Company, BMW Designworks, The Manual, and Trend Hunter.