ЦИФРОВА ТРАНСФОРМАЦІЯ АВТОДИЛЕРСЬКОГО БІЗНЕСУ В УМОВАХ КРИЗИ, ЗУМОВЛЕНОЇ COVID-19

Abstract

The article is devoted to the study of the process of formation of the car retail strategy in the conditions of digital transformation and challenges caused by COVID-19. Object of study - digital transformation of car dealership business in conditions of COVID-19. Purpose - to investigate the process of car retail strategy formation in conditions of digital transformation and challenges caused by COVID-19. Methods of research - analysis, synthesis, generalization, systematization, graphic. The article examines how the change in consumer preferences, digitalization, and ACES trends (autonomous driving, connectivity, the electrification of vehicles, and shared mobility) cause the transformation of car retail. The current situation with COVID-19 is accelerating the introduction of digital car purchase models and the development of online sales channels. The essence of modern trends of the car retail market and their consequences for car manufacturers, dealers, and clients have been analyzed. Five archetypes of future retail strategies in the automotive market have been identified, with their characteristics, prerequisites, and implications for automakers, dealers, and customers. The state and prospects of the automotive market of Ukraine have been investigated. It was concluded that the role of official dealerships in vehicle trade, maintenance, and repair will gradually decrease. A number of measures were proposed to ensure the survival of dealerships in Ukraine. KEY WORDS: DIGITAL TRANSFORMATION, DIGITALIZATION. CAR DEALERSHIP BUSINESS, RETAIL STRATEGY, BUSINESS MODEL, COVID-19.