Exploratory research for a new business line and liquidation of used vehicle stock
- Client
- Renting Colombia
- Industry
- Rental and leasing of motor vehicles
- Hiring
- Fixed-time project
Services
- Research for design
- Business strategy consulting
Overview
Renting Colombia S.A.S., part of Grupo Bancolombia, offers nationwide mobility solutions through long-term renting (12–48 months), enabling individuals and businesses to use a vehicle by paying a monthly fee that includes maintenance, insurance, and taxes. Additionally, through the Localiza Colombia franchise, it provides short-term vehicle rentals (1 day to 12 months), catering to immediate needs. Vehicles at the end of their use are sold as “Usados Renting.”
To transform their social media channels, we analyzed and optimized these platforms, improving user interaction with creative responses aligned with customer service policies, focusing on user satisfaction.
The challenge
How might we create a new model to mobilize and monetize the stock of used vehicles remaining from short- and long-term rental operations, extracting more value from the company’s assets while opening a new market?
THE SOLUTION
Second-Hand Renting: Accessible and sustainable mobility for an emerging market
Methodology
A combination of generative research and human-centered design was used to create "Second-Hand Renting," an offering that addresses both vehicle management and the local and national mobility needs of users.
Key insight
There is an untapped market opportunity in private mobility for individuals seeking accessible and convenient options, moving beyond asset ownership with solutions like pay-as-you-go, promoting inclusion and adaptability.
Results
The model has the potential to attract a new and sustainable market segment, generating significant revenue while solidifying the company’s business strategy within the context of national mobility.
