Configurator as a tool of marketing communication and its use in achieving emissions targets

Martina Beránek ()
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Martina Beránek: SKODA AUTO University, Mlada Boleslav, Czech Republic

Marketing Science & Inspirations, 2022, vol. 17, issue 2, 42-52

Abstract: The article focuses on the issue of car emissions targets, the advent of electromobility in this context and the ability of cars to use the communication tool car configurator as an element for customer education and as an influential tool in their decision-making. The text presented briefly presents the issue of CO2 reduction to which the EU has committed itself in its Green Deal and Fit for 55 programs, focusing on the response of carmakers and their ambitions for a gradual transition from conventional to low or zero emission alternatives and barriers to meeting emissions targets. It presents the results of the survey on customer awareness of current parameters of electric cars and in parallel brings the results of examining the functionality, structure, and user friendliness of configurators of selected cars, including analysis of this communication tool to motivate customers to buy cars with emission-free or low-emission units in the B2C market.

Keywords: automobile configurator; emission targets; electromobility (search for similar items in EconPapers)
JEL-codes: M11 M19 M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:17:y:2022:i:2:p:42-52

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