Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

The main purpose of the deliberations made in the paper is to discuss and analyze the product innovations in the automotive industry, basing on the results of qualitative research in the form of individual in-depth interviews. The subjective of the research were marketing innovation, customer value, value for customer and co-created value. The paper presents only product innovation results. The interviews were performed in Poland, in the period from January 2012 to February 2013. The interviewees were representatives of companies operating on the automotive market, who occupy positions related to marketing. According to the research results the automotive industry in Poland is characterized by a high activity in the field of product innovation. This applies both to OE and IAM companies. Product innovations concern: range of products, quality, utility, innovative product's features or packaging, aspects related to brand positioning, as well as service and warranty. Many organizations also develop innovations in the ecological dimension. Nevertheless, companies with Polish capital should increase their awareness level of the opportunities that arise by creating own R&D unit or by cooperating with the scientific community in this scope.