The primary challenge during the launch revolved around changing the perception of traditional wheelchair users, who typically associated disability with a loss of independence and recreation in life, while also expressing apprehension about adopting new technology. Despite the stylish design, robust performance, and intelligent features of the WHILL Model C2, addressing this challenge required a compelling idea capable of overcoming these concerns.

In January 2022, inspired by the automotive industry, a comprehensive 360-degree product-out market launch plan was devised, with the central idea of offering a “Free Test Drive” experience, playing an instrumental role in breaking that mindset barrier through product trial and adoption experience. This initiative involved conducting test drives across a network of over 40 dealerships, facilitated by a dedicated team of product demonstrators.

The success of this launch strategy was evident, with over 2,000 test drives conducted and a remarkable double-digit conversion rate achieved within the first year of its launch. This resulted in revenue exceeding €1.5 million, demonstrating strong consumer adoption and brand trust. Moreover, the extensive consumer interactions through test drives, totaling over 1,000 hours, played a pivotal role in fostering brand engagement and building product credibility.

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