Automotives companies response to changing Consumer Behavior in the Post-Covid-19 Era: A Case study in Morocco

ABSTRACT Consumer behavior has undergone significant changes, characterized by persistent uncertainties and concerns raised by the Covid-19 pandemic. In this regard, this article aims to analyze how automotive companies have adjusted their strategies to ensure their sustainability in a post-pandemic environment. To address such a problem, an exploratory qualitative case study was conducted involving ten automotive companies located in the cities of Rabat, Kenitra, Casablanca, and Tanger in Morocco. The findings of this study reveal that these companies have made significant efforts to adapt to changes in consumer behavior. Remarkably, 90% of the companies surveyed identified digital as a fundamental lever of their adaptability. This strategy has enabled them to respond to changing consumer demands, strengthening their ability to maintain and enhance long-term customer relationships.   KEYWORDS: Consumer behavior – Post-Covid-19 – Automotive companies - Digital – Performance – Morocco