tion, and partly the effect of the EXPO.
among Kazakhstanis reigns supremely in this segment.
The total turnover of new passenger cars, according
The segment is growing quite well due to the effect of to statistics, increased in 2019 by 31% and amounted to
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Журнал «Интернаука»
№ 16 (145), часть 3, 2020 г.
about 426.5 billion tenge. At the same time, in kind, the
very convenient, you can agree on everything without
growth is more modest by only 6% to the total number
leaving your home. Thanks to the video channels, you of cars sold about 49 thousand units.
can clearly show the available car models, their equip-In order to understand the depth of the fall of the car
ment and service nuances. It is very important to select
market, we recall that at the peak of its volume in 2013,
the right and necessary “content” for your sites so that it
almost 163 thousand new cars were sold. Those. the fall
meets the preferences of customers (questions raised,
was almost three times. The main factors that caused comments, frequency of publications, terminology and
this crisis in the auto market were:
slang).Next, you need to pay attention to when the cus-
Devaluation of tenge
tomer calls, then comes to the service center, he wants
Drop in oil prices
to continue communication at the intramural level, that
Decrease in the solvency of the population fol-
is, the human factor hiding earlier behind the monitor lowing this
will manifest itself more than ever.
Increase and introduction of taxes and fees that
The time of traditional marketing is not over, de-
increase the cost of acquiring a car registration.
spite the decrease in the effectiveness of direct advertis-
The state is trying to revive this market and promote
ing, but it is already coming to an end for a business its growth by supporting local automakers and preferen-such as car dealerships, and even more so car services.
tial car loans on the model of the Kazakhstan assembly.
This can be explained by the fact that in our time people
But global factors, expressed primarily in the fact that deal with a huge amount of information and pay atten-the new car for most Kazakhstanis, have become more a
tion to the brightest, loudest messages. As well as car luxury than a means of transportation.
dealerships compete for consumer attention, but not