THE MAIN DETERMINANTS OF THE DEVELOPMENT OF THE GLOBAL AUTOMOTIVE INDUSTRY

The article identifies the marketing and socio-economic determinants of the global car market and their impact on the general economic environment. Globalization of production has led to the radical restructuring of production capacities in the global automotive industry, and this has been reflected in the leading business strategies of the ten largest automobile companies, the successful implementation of which is subject to many endogenous and exogenous factors. The leading world region of car manufacturing is East and Southeast Asia with a market share of 54%. The production of cars in the countries of this region is not lagging behind but is ahead of the average world output growth. Marketing analysis of the dynamics of production and sales of cars in the context of the world's largest conglomerates and manufacturers. Volkswagen Group, Toyota Motor Corporation and Renault-Nissan Alliance were the largest car manufacturers with market shares of 12.2%, 11.4% and 10.8% respectively. Since 2010, the world leader in vehicle production is China (28.0%), the second place is taken by the USA (11.9%), the third — by Japan (10.6%). Only three of these countries account for 50.4%, and twelve leading countries account for 81.2% of world motor vehicle production. The main factors behind decline of global car market were the tariff war between the PRC and US, political changes in key markets, new threats to the status quo of the automotive industry. In addition, the unfavourable environment was caused by uncertainty in the European market after Brexit and a global increase in environmental standards. It is emphasized that the global car market is entering a phase of decline due to the recession of the world economy and the COVID-19 pandemic in almost all countries of the world. The impact of these exogenous factors is so strong that negative demand for new vehicles is expected throughout 2020. These factors will change the purchasing behaviour of car consumers, will introduce new era of conscious consumption and will accelerate consolidation and transformation of the automotive industry.