From Points to Purpose: Reinventing Loyalty in the Mobility Sector

The Client

A leading global automotive OEM, recognized for its strong brand heritage and commitment to innovation. The company sought to deepen customer engagement by launching a branded loyalty program – an entirely new strategic initiative within the organization.

The Challenge

While the market is full of loyalty experts from airlines, hospitality, and retail, Boyden had a different vision. We weren’t looking for someone to build a typical transactional, points-based program. Instead, we sought candidates with experience building loyalty ecosystems who could scale a brand-first approach across global markets – without defaulting to generic, volume-driven tactics.

We were seeking a leader who could create a truly brand-centric loyalty experience – someone capable of fostering emotional attachment, making customers feel part of the brand.

The Solution

Rather than focusing on candidates from conventional loyalty backgrounds, we targeted individuals who had built purpose-driven communities.

Ultimately, we identified and engaged a candidate who had launched a successful, mission-led loyalty platform in the consumer industry – where customers were inspired to become active members of a community, contributing to meaningful environmental activities – from removing plastic from the oceans to protecting wildlife.

This individual not only designed a compelling engagement model, but also demonstrated an ability to build a loyal community around a strong, values-based brand. Their experience showed that they could drive emotional loyalty, not just transactional retention.

To win this candidate’s interest, we emphasized the OEM’s global scale, digital ambitions, and brand strength. We presented the role as a unique opportunity to pioneer a new era of loyalty in the automotive sector, combining sustainability, digital engagement, and emotional connection.

The Result

The candidate was successfully placed and has since built a highly innovative loyalty division within the organization. The program is grounded in emotional brand connection – not discounts or points – and is regarded as a pioneering model within the automotive industry.

The Impact

This placement marked the beginning of a new strategic pillar for the company – transforming loyalty into a brand-bonding, community-oriented program. It has set a benchmark not only internally, but across the mobility sector – where loyalty and brand engagement are increasingly defined by values, customer experience, and identity.