자동차 산업의 중남미 시장 진출현황에 관한 탐색적 연구: 한·일 자동차 비교를 중심으로

Abstract

This study has begun to address the importance of not only development of future automobiles but also growth of Korean automotive companies in the existing global automotive market by conducting a thorough analysis of their competitors, in order to adapt to the Fourth Industrial Revolution. Thus, we tried to analyze the automotive industry status in Latin America, which has high growth potential despite the global recession, and can be used as a production base, and provide marketing implications for Korean automotive companies. To this end, we analyzed Japanese automotive companies in Latin America, with which Korean automotive companies are fiercely competing. The findings and implications are as follows:First, Korean automotive companies like Hyunndai·Kia Motors should continue to develop locally tailored vehicles which meet the needs of consumers in Latin America. Second, they should also consider building new factories or increasing manufacturing capacity of existing ones, in order to expand the market in Latin America which has high growth potential. Third, they need to analyse thoroughly trade agreements of each country, including NAFTA. Fourth, there is a need for a response strategy through organic and rapid sharing of market information with sales subsidiaries and dealers in Latin America. Finally, they need an automobile production strategy that responds to the Fourth Industrial Revolution.