Specifics of Marketing Strategies of International Electric Vehicles Producers in the Face of Innovative Product Adaptation: the Case of Audi and Tesla on the European Market

The master's work deals with the specifics of marketing strategies in the period of adaptation of electric vehicles by Tesla and Audi in the European market. The scientific works were considered, devoted to this topic and based on the example of Audi and Tesla, marketing strategies and their specifics in the European market were analyzed. Also, the hypothesis of the work was formulated that Audi uses aggressive marketing tools to overcome Tesla. This hypothesis was confirmed during the study. Similar specifics of Tesla and Audi marketing strategies were identified, such as standardization, search for new solutions for integration with other companies, product diversification, and others. However, there are also differences in the specifics of the marketing strategies, such as pricing, positioning, distribution, and more.