Marketing in automotive industry: methods for determining consumer properties at different stages of vehicle development

The role of marketing in modern automobile industry, methods of determining consumer properties of vehicles at various stages of development, as well as marketing research integration into the process of creating new models of vehicles have been studied. A comprehensive study of marketing methods used in the automotive industry to identify and evaluate consumer properties of vehicles has been carried out. Marketing tools integration into the process of vehicle development at different stages from segment selection to production model release has been analyzed. The methods of system analysis, comparative analysis, as well as generalization of leading automakers’ practical experience were applied. The main methods of determining consumer properties of vehicles have been analyzed, including comparative analysis with competitors, conducting focus groups, using the car clinic method, and organizing consumer test drives. The key consumer properties of vehicles from the marketing point of view have been identified. Effective application of marketing methods at all stages of vehicle development allows to create products that maximally meet consumers’ expectations. The key factors of success are continuous market analysis, close interaction of marketers with design engineers and designers, as well as flexibility in adapting the characteristics of a developed vehicle to the changing preferences of the target audience.

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