Marketing Strategies of the Chinese and Russian Automotive Industries: A Comparative Analysis

The automotive industry in Russia and China was shaped by radically different political, economic and social factors, which led to significant differences in the manufacturers’ approaches in both countries to the commercial sale of automotive products. The article presents a comparative analysis of the marketing practices of the most well-known Russian and Chinese car companies, which is based on the key marketing strategies used in this industry. The performed analysis revealed fundamental similarities and differences between the two approaches based on criteria such as technological differentiation, diversification, digital communication, price formation, event-based marketing, globalization, and adaptation. It is concluded that two different models of automotive marketing implementation exist in the industry – the Chinese expansive one, aimed at global reach, electrification, and technological leadership, and the Russian adaptive model, focusing on accessibility, reliability and climate adaptation.