Abstract

JARRIN VAZQUEZ, Marco Antonio; NARVAEZ ZURITA, Cecilia Ivonne; TINTO ARANDES, Jaime  and  CORDERO GUZMAN, Diego Marcelo. Continuing Education and sales learning in the heavy vehicle automotive industry in the post covid-19 era. Conrado [online]. 2023, vol.19, n.93, pp. 42-50.  Epub July 07, 2023. ISSN 1990-8644.

The measures implemented by governments to protect the health of citizens have generated major financial problems in this industry. The objective of this study is to analyze the impact of the pandemic on sales in the automotive industry and how continuing education and learning contribute to sales. The research methodology was a mixed, qualitative-quantitative, non-experimental cross-sectional study. The results showed that traditional brands such as Chevrolet, Hyundai and Toyota occupy the majority of the automotive market, but the presence of new brands makes this segment increasingly competitive. The pandemic has generated a significant reduction in economic revenues, which has led dealers to establish new commercial strategies, in which financing is a primary strategy to increase sales. Despite the effects of the pandemic and the reduction in economic income, customers tend to value financing facilities to acquire a vehicle, in which service plays a key role in their purchase decision. In this sense, the automotive industry needs to adapt to the changes generated by the pandemic and establish continuing education programs to improve sales and remain competitive. The results obtained in this study were used in the continuing education of professionals graduated from the Business Administration career of the Catholic University of Cuenca.

Keywords : Education; Pandemic; Learning; Sales; Branding.

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