Bìznes Inform (Mar 2023)
Positioning of Automobile Brands in the Ukrainian Car Market in Anticipation of Its Post-War Recovery
Abstract
Despite the fact that Russia's war against Ukraine, which led to a significant destruction of the Ukrainian car market, is still ongoing, there are urgent tasks to study the ways of post-war recovery of Ukraine, in particular, its car market. Against the background of a fall in the gross domestic product (GDP) of Ukraine for 2022 by no less than 40%, the car market of Ukraine decreased by the number of car sales even more, by 61.3%. In anticipation of the beginning of the post-war recovery of Ukraine, the question arises as to how the recovery of the Ukrainian car market will proceed – by simply reproducing previously achieved sales volumes, or by reforming the structure of the car market by individual car brands, countries of production, supply, etc. Expected data on the structure and volume of sales of cars by well-known car brands are of such great importance that they must be taken into account when creating the necessary conditions for the effective activity of people in the process of post-war recovery of Ukraine, which puts forward as an urgent task the monitoring of the state of positioning of car brands on the car market of Ukraine. It is shown that the line of automobile brands that developed in the pre-war years as a result of the interaction of factors of consumer preferences of Ukrainian car buyers can become a decisive factor in the structure of the car market in the process of its revival. According to the results of the conducted research, it is obvious that it is necessary to expect vehicles of the Toyota, Renault, Kia, ?koda, Hyundai and Volkswagen brands to be the leaders of the reviving car market, which in all cases will occupy the first places in terms of new car sales, including Volkswagen, Renault and ?koda remain leaders also in the market of secondary sales.
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