RACC is a leading Spanish provider of roadside assistance services for car owners, while also offering home repair, personal travel and medical assistance services. In order to leverage its strong brand equity, as well as its deep expertise in managing consumer-oriented service operations, the company retained Lantern to identify how to position a new business unit focused on the car maintenance and repair market. Defining a winning value proposition in a mature market, with strong competition from specialist repair chains, car dealerships and independent operators, was truly a challenge. The first question we wanted to address was ‘where to play’: which piece of the pie could RACC legitimately capture and grow based on its strategy and capabilities? A clear picture of what the competition looked like from the perspective of different consumer segments helped us to uncover gaps in the composition of the market offering. Our research team hit the road and went long and far into the world of car owners. Key words like trust, anxiety, peace of mind, risk, hassle, and joy rapidly emerged in the conversation. We analysed the attitudinal and sociographic factors that regulate consumers’ emotional connection with their car (a topic that frankly warrants an entire book), and uncovered elements that led to identifying a customer target that was being underserved by the competition.