Revolutionizing Electric Vehicle Adoption: A Holistic Integration of Marketing Strategies and Analytical Insights

Year 2024, Volume: 37 Issue: 4, 1812 - 1836, 01.12.2024

Hafize Nurgül Durmuş Şenyapar , Ahmet Aksöz

https://doi.org/10.35378/gujs.1437246

Abstract

This study explores the synergies between marketing strategies, analytical insights, and consumer education in propelling electric vehicle (EV) adoption. We uncover intricate sales patterns in Türkiye’s EV sales data using advanced statistical models such as Autoregressive Integrated Moving Average (ARIMA), Seasonal ARIMA (SARIMA), and Error, Trend, and Seasonality (ETS). Türkiye’s fully electric vehicle (FEV) sales value was estimated in the next five-year period using the ARIMA (4,1,4) model. According to the research results, the FEV sales rate in Türkiye is expected to increase by an average value of 58.2% in the next five-year period, and the annual sales amount, excluding Tesla, will be 17459. Findings underscore the efficacy of aligning marketing strategies with analytical insights, demonstrating the significance of education in shaping positive consumer attitudes. Education-driven marketing emphasizing economic benefits, reduced emissions, and technological advancements is a potent catalyst in overcoming adoption barriers. Digital campaigns, experiential marketing, and sustainability messaging, validated by our analysis, play pivotal roles in influencing consumer behavior. Strategic partnerships with energy companies address infrastructure challenges, while incentive-based marketing, personalized strategies, and after-sales support foster a sense of community and loyalty. This research contributes a holistic framework for marketers, policymakers, and stakeholders to navigate the evolving landscape of EV adoption successfully, providing actionable insights and paving the way for future research directions in sustainable transportation.

Keywords

Electric vehicle adoption, Marketing strategies, Sales forecasting, Consumer attitudes, Sustainable transportation

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