Análisis de competitividad de las marcas de vehículos chinos frente a las marcas tradicionales en el sector automotriz ecuatoriano.

Abstract

Over the years, competitiveness within the Ecuadorian automotive industry has become increasingly stronger and has been largely due to the introduction of Chinese vehicle brands. Many Chinese brands have entered the market with somewhat aggressive strategies that have captivated curiosity and have adjusted to certain demands of many vehicle consumers. Nowadays, Chinese vehicle brands are gaining more and more market share because we find more consumers are betting on them. This new trend influenced this research to analyze the competitiveness of traditional brands versus Chinese brands within the Ecuadorian automotive industry. For this, non-experimental descriptive transversal research was carried out in which the automotive industry was analyzed based on statistics of the last 5 years, the competitiveness of the brands was measured through the customer perceived value, the determining factors for the purchase of Chinese vehicles were identified and the consumer profile of Chinese vehicles was determined. The results showed that the main factors for the purchase of a Chinese vehicle are price, quality, vehicle equipment and design, and the main purchase factors in general were safety mechanisms, comfort, price and warranty; the profile of the consumer of Chinese vehicles became evident; In addition, it was possible to identify that the competitiveness of Chinese brands has grown in the industry; and finally it was possible to identify that Chinese brands, although their sales are growing, their perceived value by the consumer is still below that of many traditional brands.