Exploring marketing strategies and the market perceptions of autonomous vehicles

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Nagarajan, Srinivasan
Issue Date
MSc in Digital Marketing
Dublin Business School
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The self-driving cars are said to be the future of the automotive industry. The automotive industry was one earliest to adopt the artificial intelligence for the deployment in its products since the 1980’s. A 7 set questionnaire was prepared to understand the market perception regarding the autonomous vehicles. Similarly, a pre-prepared interview consisting of 11 questions was used in this research to gather insights on the marketing plans and strategies for the same, for 5 experts from an OEM (Original Equipment Manufacturer) ‘KPIT ltd’. The analysis showed that social media platform and digital influencers are the key pillars to market autonomous vehicles. Along with that the analysis showed, that under the current market scenario, feature rich videos in the online platforms like YouTube could help create the initial interest for autonomous vehicles. On a closing note, the researcher has told that automotive brands must embrace digital platforms and creative advertising.