Abstract

This study systematically examines the effects of online sales strategies of global automotive brands (Tesla, Toyota, Volkswagen) on consumer preferences from a comparative perspective. In the automotive industry, where digitalization is rapidly expanding, online sales channels have become not only a distribution method but also a decisive factor in terms of brand reputation, customer loyalty and competitive advantage. In the study, systematic literature review, comparative case analysis, meta-analysis and content analysis methods were used together. Among the limitations of the study is that data access relies heavily on secondary sources, such as academic papers, industry reports, and publicly available information published by companies. Tesla's innovative direct sales model based on fully digital processes by excluding the traditional dealer experience, Toyota's hybrid (online-dealer) approach, and Volkswagen's digitalization strategies based on reputation repair after Dieselgate are discussed in detail. The findings show that Tesla strengthens consumer loyalty with its innovation and transparency-oriented approach; Toyota provides balance in different markets with its trust-based hybrid model; Volkswagen, on the other hand, is trying to rebuild its reputation through sustainability and transparency through online campaigns. As a result, it has been determined that online sales strategies are closely related to the factors of trust, loyalty, quality of experience and sustainability in consumer preferences. The original contribution of this study is that it deals with the online sales strategies of these brands, which are often examined separately in the literature, from a holistic perspective in the context of consumer behavior. While the study provides theoretical contributions to the literature, it also develops practical strategic recommendations for companies, investors and policy makers.

DOI: doi.org/10.63721/26JPAIR0121

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