Abstract
The article is devoted to the practice of developing a pricing strategy for a new high-tech product for the Russian market, based on a marketing approach. Analysis of the current pricing strategy, macro- and microenvironment of the enterprise, identification and analysis of factors influencing the price of the economy-class electric vehicle segment allowed the authors to recommend changing the current pricing strategy for electric vehicles of the Moskvich brand from “Cream skimming” and “Stable price” to “Penetration” and the subsequent “Increase in penetration prices”, as well as a number of measures to reduce production costs, reduce the payback time for launching and setting up production of new models, increase market share, profits and expand the range of electric vehicles.
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