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AN ANALYSIS OF THE MARKET POTENTIAL REGARDING CAR SALES RE-LAUNCH
Abstract
Despite all measures taken from the onset of the crisis in 2008, including the financial support offered by some countries, the automobile market has not recovered yet, and in 2014 sales are still well below market expectations. Analysing the automobile market after 2010, this paper aims at discovering the tools necessary for sales increase, and the challenges automakers will have to face in the coming years. Through comparative analysis of statistical data and of the trends in demand identified in the last year, through market research and considering carmakers' strategies, we intended to obtain genuine information, which, if applied under uniform programmes, would determine the formulation of policies for sale ready to meet the new requirements of the automotive market. The auto industry has a huge impact in the economies of those countries where governments find ways to create a legislative framework, thus encouraging such business not only for manufacturers, but especially for buyers who are the only ones able to sustain sales recovery. The demand for cars is not to be treated only in general. It requires a structural analysis, due to all the transformations undergone in recent years which must be taken into consideration when designing specific products followed by adequate sales policies. In this paper we found that marketing and sales traditional tools were still used, products were generally still classic, with a range of "gadgets" adapted and attached, but without the necessary "sparkle" which to increase market's appetite for automobiles. It is now the time for new marketing strategies, for smart products with absolute technical novelties not only at an optional level, but also at the level of the automobile's structure.
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