In the off-road vehicle accessory market, standing out goes beyond power or design—it requires a full experience: superior illumination, easy mounting, and long-term reliability. This project focused on testing various LED auxiliary light concepts for 4x4s, ahead of a global launch.

The study was conducted across 15 countries, using a concept and design test aimed at identifying which product offered the strongest combination of attributes: night performance, robust materials, multi-functionality, and ease of installation.

Beyond preference scores, the research revealed how these products are perceived in different cultural contexts, and which features truly drive purchase intent. The insights became a strategic foundation for shaping a global product line with real potential for differentiation and user adoption among the most demanding off-road enthusiasts.