The Problem

A funded electric vehicle brand was losing buyers in the weeks after the test drive. The showroom experience was strong — riders left excited, questions answered, intent clearly high. But the two to three weeks that followed were a void. No personalised follow-up, no content that matched the model they'd ridden or the journey they were on. Just a generic email sequence that felt like it was built for no one in particular.

Post-test-drive conversion sat at 34%. Cancellations in the consideration window were quietly compounding, and the sales team had no visibility into why buyers were going cold.

The Insight

The work started with a detailed buyer profiling exercise — mapping who was actually walking into showrooms and what happened to them after they left. What it uncovered wasn't just an under-served stage. It was an almost entirely empty one. Buyers were left to fill the gap themselves: third-party reviews, competitor comparisons, forum threads. The brand had invested heavily in getting riders to the test drive, then effectively stepped aside at the moment the decision was being made.

The profiling also revealed that different buyers needed different reasons to stay. A first-time EV adopter was wrestling with range anxiety and running costs. An experienced rider upgrading from petrol wanted performance data and community proof. An urban commuter needed financing clarity and real-world efficiency numbers. One sequence couldn't serve all three — and it wasn't.

The Solution

Three distinct nurture journeys were built across email and WhatsApp, each triggered by vehicle model and buyer profile. Running seven to twelve days post-test-drive, every touchpoint was mapped to the specific doubts and questions that tend to peak in that window. Emails handled the rational — owner testimonials, cost-of-ownership breakdowns, range data from riders in similar use cases. WhatsApp handled the emotional — short video of the exact model test-ridden, brand content, a direct line to a product advisor for live questions. Everything written in the brand's voice: confident, direct, and genuinely useful.

The Results

Within 90 days, results were clear. Post-test-drive conversion climbed from 34% to 51%. Cancellations in the two-week window dropped by 31%. WhatsApp open rates averaged 84%, with a 26% reply rate on the advisor prompt — creating a feedback loop that sharpened the sales team's closing conversations too.

The consideration stage, once the brand's biggest leak, became a structured asset.