Vnímání elektromobility na trhu České republiky

This Bachelor's thesis deals with research on the general perception of electromobility in the Czech market. The subject of this research is the brand Audi, whose image is examined from the point of view of the Czech consumer. Based on this research there are recommendations proposed for the communication of electric vehicles to the Czech consumer. To achieve the objective, the method of the quantitative questionnaire survey was conducted on the territory of the Czech Republic. In the theoretical part of the thesis, electromobility is characterized in more detail, including an analysis of world markets such as China, the USA, and the European Union. In the same part, the Audi brand, its identity, image, and range of electric vehicles are specified. In the subsequent practical part, research is conducted to find out what views and attitudes Czech consumers have towards the modern trend of electromobility, how they perceive the Audi brand, and what communication channels related to the automotive industry they notice mostly. The research found that Czech consumers are currently not ready for the conversion from traditional automobiles to the electric ones and they are waiting for further development of this technology. As a result, the paper proposes general recommendations for communication of electric cars to Czech consumers as well as specific recommendations for the Audi brand.