The thesis describes a project developed by the team in which the candidate worked during its internship at Santander Consumer Bank. The project in scope was the developing and launch on the market of a new kind of financial loan that include the possibility to use an additional car for fifteen days during the loan duration. The paper focuses first on the current situation of global automotive industry, with particular detail on the Italian market, then on the several phases (market research, feasibility study, product design, advertising) carried out during the development period and the monitoring actions carried out after the product launch.