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Articles

Analysis of Potential, Obstacles, and Strategies of Conventional and Electric Car Marketing

  • 1* Universitas Pelita Harapan
  • 2 Politeknik LP3I Jakarta
  • 3 Universitas Budi Luhur
  • 4 Universitas Hasanuddin Makassar
  • 5 Universitas Bina Sarana Informatika

* Corresponding Author: Ferdi Antonio

Open Access
DOI
https://doi.org/10.59431/ijer.v6i2.841
Published
Pages
699–706

Issue

Vol. 6 No. 2 (2026)

Indonesian Journal Economic Review (IJER)
June

Abstract

The purpose of this study is to analyze the potential, obstacles, and strategies of conventional and electric car marketing. The analytical method in this study uses comprehensive analysis with the help of secondary data such as scientific books and journal articles from national and international journals. The research results show that the automotive market is currently in a very interesting transition period. On the one hand, conventional cars still dominate the roads thanks to their mature ecosystem. On the other hand, electric cars are emerging as the future of mobility, driven by sustainability issues and strict regulations. The main strategy for conventional cars should focus on the narrative of advanced fuel efficiency, engine reliability on all terrains, and ease of routine maintenance that is widespread even in remote areas. Conventional car manufacturers also need to package their campaigns by emphasizing the value of high functionality and unit readiness without having to worry about the availability of electricity during long-distance trips. Conversely, the marketing strategy for electric cars must shift from simply selling products to educating people about a new, sustainable lifestyle. Marketers must more actively promote long-term benefits such as significantly lower daily operating costs, instant, silent acceleration, and the convenience of being free from regional restrictions.

Keywords

Potential Obstacles Strategies Conventional Car Marketing Electric Car Marketing

How to Cite

Antonio, F., Nurlina, Elizabeth, Munizu, M., & Purwaningrum, C. (2026). Analysis of Potential, Obstacles, and Strategies of Conventional and Electric Car Marketing. Indonesian Journal Economic Review (IJER), 6(2), 699–706. https://doi.org/10.59431/ijer.v6i2.841

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Author Biographies

  • Ferdi Antonio, Universitas Pelita Harapan

    Hospital Administration Study Program, Universitas Pelita Harapan, South Jakarta, Special Capital Region of Jakarta, Indonesia.

  • Nurlina, Politeknik LP3I Jakarta

    Business Administration Study Program, Politeknik LP3I Jakarta, Central Jakarta City, Special Capital Region of Jakarta, Indonesia.

  • Elizabeth, Universitas Budi Luhur

    Management Study Program, Universitas Budi Luhur, South Jakarta, Special Capital Region of Jakarta, Indonesia.

  • Musran Munizu, Universitas Hasanuddin Makassar

    Management Study Program, Universitas Hasanuddin Makassar, South Sulawesi, Indonesia.

  • Chanissa Purwaningrum, Universitas Bina Sarana Informatika

    Management Study Program, Universitas Bina Sarana Informatika, Central Jakarta City, Special Capital Region of Jakarta, Indonesia.

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Copyright (c) 2026 Puni Oktisari, Nurlina, Elizabeth, Musran Munizu, Chanissa Purwaningrum

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