Unpacking the High-Net-Worth purchase journey, workshop satisfaction, and brand perception in Morocco's luxury automotive sector.
A German luxury automotive importer required deep diagnostic insights into why existing owners were migrating to independent workshops after the standard 3-year warranty expired, bypassing authorized dealer service centers.
MField MEA executed a hybrid methodology: recruitment of 150 verified luxury car owners for an in-depth CAWI pulse survey, combined with 25 face-to-face qualitative In-Depth Interviews (IDIs) conducted in our Casablanca executive facility and via secure virtual suites.
Revealed that perceived lack of invoice itemization—not labor rates—was the primary catalyst for warranty drop-off.
Led to the launch of a transparent all-inclusive 5-year maintenance tier, achieving a 31% conversion rate among target owners in year one.
Directly improved dealership after-sales retention metrics across all four major metropolitan branches.
“Recruiting genuine luxury vehicle owners in Morocco is notoriously difficult. MField's executive recruitment team delivered our exact quota without compromise.”