Marketing Strategy of the Electric Vehicle in the China Market

Abstract

This paper looks at the current status of electric vehicles and the marketing strategies of major automakers in the Chinese market, where electric vehicles are rapidly gaining popularity. The auto industry is making significant efforts to decarbonize by shifting to electric vehicles. As the propelling force of a car shifts from the internal combustion engine to electric motors, the automotive business is being transformed as it enters new territory. This paper investigates the status of new energy vehicles (NEVs) in the Chinese market by looking at the country’s “big three” NEV makers: Li Auto, Xpeng, and NIO. The report gathers data to look at what kind of marketing initiatives are being taken by NEV makers in China’s turbulent auto market.