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Insight to Code Opens New Revenue Stream for Vehicle Manufacturer

The Challenge

With recent innovations in automobiles, the global motor vehicle industry is expecting changes that could affect vehicle ownership rates or technical features and that may drive future revenues. To improve the focus of its development efforts, a global vehicle manufacturer approached Cognizant to better understand what buyers need in sport utility vehicles (SUVs)—its most profitable products.

Our Approach

Working with ReD Associates, a Cognizant strategic partner, we used the Cognizant Insight to Code approach to identify the needs of SUV owners and devise solutions to meet them. We observed that SUV owners like outdoor adventures with family and friends, and that the obstacles they face include scheduling these adventures, making reservations and finding new activities, and then acquiring and learning how to use the right equipment for those pursuits.

In six weeks, our Digital Engineering team developed a mobile app exclusively for SUV owners and then rolled it out for testing. The app enables users to schedule outdoor adventures, find new activities and get directions to an area or activity, along with traffic guidance and what equipment they may need as well as how to use and obtain it. Using customer feedback, our developers added more features, including choosing destinations for either a couple or a family outing, accessing FAQs about outdoor activities and insider tips for locations users have yet to visit.

The app has met with a positive reception, and the manufacturer is field testing and further refining it.

With Insight to Code, Vehicle Manufacturer Gives Customers More Value

Our researcher identified a target market for this app that includes as many as 1.4 million SUV owners. Even millennials—who are less interested in vehicle ownership—are willing to pay for services such an app provides. This app not only makes SUVs more enjoyable for owners, it also opens new revenue streams for manufacturers through repeat business, in-app advertising and a share of purchases made through the app.


easier for users to acquire gear for an outing


barriers faced during outdoor activities


perceived value for potential SUV owners

Very positive

positive response from the customers