In the highly competitive automotive industry, understanding how vehicle pricing and incentives influence market performance is a key driver of strategic decisions. Nonetheless, translating this understanding into quantitative evidence remains a critical challenge for manufacturers seeking to optimize profitability and maintain competitiveness. This thesis, developed in collaboration with JATO Dynamics Ltd, focuses on automating analytical processes that support such evaluations and designing data-driven tools that can provide comprehensive and interpretable insights into vehicle market placement. The first part of this work covers the automation of the competitive analysis process, a core business operation used to compare vehicles within the same basket.