This research analyzes from three indicators the impact suffered by the automotive sector in Ecuador after the pandemic and proposes a generic model for the design and creation of strategic planning that helps companies in the sector to adapt to the new context and reactivate their activities in the face of new consumption habits,o maintain its validity in the market. The methodology used was quantitative, the method was deductive of explanatory scope with a non-experimental cross-sectional design, since historical documentary sources published by the Association of Automotive Companies of Ecuador (AEADE) were used. According to the results obtained with this study, it was determined that in 2022, after the pandemic, there was an increase in the number of imported vehicles, a decrease in the number of vehicles sold that were assembled in the country, and there is no significant difference in the number of imported vehicles marketed in the country. In any of these cases, the implementation or updating of appropriate strategic planning in organizations that develop activities in the automotive field will allow the best performance of these and their greater validity in the market. Given these effects, the Government needs to support policies for the preservation of capacities and resources, as well as their subsequent strengthening to promote post-pandemic recovery. The model proposed as a product of the study is composed of 9 phases that allow to develop and apply strategic planning in companies in the automotive sector, this model arises from the review and adoption of the best practices found in four of the most used modelsto the global novel. Keywords: automotive

automotive; COVID-19; effects; impact; protocol; biosafety