The Future of Auto Vehicles sales - Volvo Car Finland
Nushi, Denis (2023)
Nushi, Denis
2023
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112932732
https://urn.fi/URN:NBN:fi:amk-2023112932732
Tiivistelmä
The retail of automobiles has faced significant challenges in recent years. Measures required to combat climate change are driving the automotive industry towards lower emissions, and electric vehicles are rapidly becoming more common. Additionally, online car sales have gained traction, and it is expected that this trend will further strengthen. Traditional products in the automotive retail sector are being replaced by new ones, and traditional brick-and-mortar stores must compete with cost-effective online marketplaces.
This study explores the impact of the growth of online sales and the increasing prevalence of electric vehicles on the retail of Volvo Cars in Finland. The research outlines the scenarios that the increased role of online sales in automotive retail may lead to. Furthermore, the study examines how automotive retail can adapt to these changes. Additionally, the work delves into how the changes that have affected the automotive industry may be reflected in Volvo Cars' marketing materials and analyzes how these changes might influence the composition of Volvo's customer segments.
The research question for this thesis is: how will selling cars online and electrification of vehicles affect the sales and marketing of Volvo Car in Finland? Four investigative questions have been used to elaborate the topic further: 1) How will Volvo Car Finland shape up in a fully electrified world? 2) What will happen to the traditional dealerships? 3) How will this affect marketing? 4) Will the customer base be different?
The study's data comprises interviews with representatives of Volvo Cars Finland and articles related to the topic. The marketing materials from previous years of the company have been analyzed using the Wayback Machine. In this study, theoretical perspectives and literature related to sustainable marketing and store design have also been utilized.
According to the results of this work, Volvo Car Finland is well equipped to tackle the changes concerning the realities of the company's operations. There are numerous opportunities for the automotive retail sector to adapt to the pressure from online marketplaces, and physical store locations can offer significant added value compared to online shopping. Volvo has also been able to revamp its marketing materials in a way that aligns with more environmentally-friendly marketing. Furthermore, the shift towards more environmentally-friendly products and its emphasis in marketing may potentially contribute to diversifying the customer base of Volvo Cars Finland.
This study explores the impact of the growth of online sales and the increasing prevalence of electric vehicles on the retail of Volvo Cars in Finland. The research outlines the scenarios that the increased role of online sales in automotive retail may lead to. Furthermore, the study examines how automotive retail can adapt to these changes. Additionally, the work delves into how the changes that have affected the automotive industry may be reflected in Volvo Cars' marketing materials and analyzes how these changes might influence the composition of Volvo's customer segments.
The research question for this thesis is: how will selling cars online and electrification of vehicles affect the sales and marketing of Volvo Car in Finland? Four investigative questions have been used to elaborate the topic further: 1) How will Volvo Car Finland shape up in a fully electrified world? 2) What will happen to the traditional dealerships? 3) How will this affect marketing? 4) Will the customer base be different?
The study's data comprises interviews with representatives of Volvo Cars Finland and articles related to the topic. The marketing materials from previous years of the company have been analyzed using the Wayback Machine. In this study, theoretical perspectives and literature related to sustainable marketing and store design have also been utilized.
According to the results of this work, Volvo Car Finland is well equipped to tackle the changes concerning the realities of the company's operations. There are numerous opportunities for the automotive retail sector to adapt to the pressure from online marketplaces, and physical store locations can offer significant added value compared to online shopping. Volvo has also been able to revamp its marketing materials in a way that aligns with more environmentally-friendly marketing. Furthermore, the shift towards more environmentally-friendly products and its emphasis in marketing may potentially contribute to diversifying the customer base of Volvo Cars Finland.