La importancia del marketing y las estrategias de comunicación en el mercado automotriz en épocas post pandémicas 2022

Abstract

At present, vehicles are basic necessity and mass consumption tools, which in times of yesteryear were considered a luxury in the current era are an operating necessity for social agents, automotive marketing is the key communication strategy to be able to maintain the brands in the consumer memory are in force. Elements such as segmentation, control and prestige are keys for brands to position themselves in the collective unconscious of consumers. Based on this premise, the question arises: What are the determining communication factors at the time of selecting a car in these post-pandemic times? Based on this questioning, the present will investigate in a holistic way the factors that motivate social agents for the acquisition of a new car.