Marketing Challenges in The Era of The Transition of Fuel Oil Vehicles to Electric Vehiclese

Abstract

This research aims to detail and analyze the marketing challenges faced by Arina Toyota Gresik in adapting and modifying their marketing strategy in facing the transition from fuel vehicles to electric vehicles. Through in-depth interviews with key stakeholders at Arina Toyota Gresik, analysis of internal company documents, and direct observations in the automotive industry environment, this research provides insight into how automotive manufacturers face significant market changes. The results of this research highlight the unique challenges faced by Arina Toyota Gresik in marketing electric vehicles such as high initial sales prices, limited infrastructure and lack of public awareness and knowledge about electric vehicles so that many potential buyers prefer oil-fueled vehicles over electric vehicles. This research provides an important contribution to the understanding of the role of marketing in dealing with significant market changes in the automotive industry. In addition, it is hoped that the results of this research will provide practical guidance for other automotive manufacturers who face similar challenges in adapting their marketing strategies in the era of transition towards electric-based vehicles. In conclusion, this research illustrates that the transition of fuel-to-electric vehicles is not just a technological change, but also a fundamental change in marketing strategies required by automotive manufacturers to remain relevant and sustainable in a dynamic business environment.