THE AUTOMOTIVE INDUSTRY IS BECOMING A CREATIVE INDUSTRY

The article is devoted to the study of the automotive industry in the context of creative industries. The behavior of global players in the market of this industry and the formation of new ones, as well as their impact on achieving sustainable development goals are considered. As a result of the study, new key principles influencing the competitiveness of automotive companies, new needs of buyers of automotive products were identified. The novelty of the work lies in the comprehensive analysis of the automotive industry in the context of creative industries in the creative economy and their role in ensuring sustainable development.