TRENDS AND OPTIONS OF ELECTROMOBILITY USE IN MARKETING ENVIRONMENT NISSAN LEAF
David VRTANA1*, Anna KRIZANOVA2
1University of Zilina, Faculty of Operation and Economics of Transport and Communication Department of Economics, Univerzitna 8215/1, 010 26 Zilina, Slovak Republic, david.vrtana@fpedas.uniza.sk
2University of Zilina, Faculty of Operation and Economics of Transport and Communication Department of Economics, Univerzitna 8215/1, 010 26 Zilina, Slovak Republic, anna.krizanova@fpedas.uniza.sk
*Corresponding Author
Abstract
There is a number of reasons why the use of electromobility is becoming a significant factor, such as shrinking oil reserves, demand for oil which was primarily imported from countries with unstable economic or political regimes, or ever-gathering scientific reports on the impact of carbon dioxide emissions on global warming. Electromobile can be generally referred to as an essential element of economic development, leading to more effective, safer and greener transport in a global environment. The goal of electromobility on the European market is to contribute to reducing emissions by an average of 60% by 2050. Although the impact of electromobility on the environment is important, it is also necessary to investigate its impact on the marketing strategy, as an increasing trend in the sales of electromobiles can be observed. The main task of continously increasing the sales of electric vehicles is to lighten traffic in overcrowded cities, which are characterized by excessive emissions. The vehicles can also help to solve noise problems. From the market point of view, the article will focus on trends and possibilites of using Nissan Leaf electric car because of its global production and adaptation the global market conditions. Based on the analyzed and compared available data on the Nissan Leaf brand, the article proposes a more effective marketing strategy to improve marketing performance of the company accepting current trends and and the use of electromobility on a global scale.
Keywords: electromobility, marketing strategy, Nissan Leaf, market, environment
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