The COVID-19 pandemic has posed significant challenges for business, particularly in the automotive industry, leading to a decline in competitiveness and revenue for the Bejo Motor car showroom. This research aims to address this issue by formulating effective business strategies and a roadmap for Bejo motor to enhance its competitive position in the future. The study utilizes a comprehensive research methodology that includes the examination of business strategies using the business model canvas, internal factor analysis (IFA) and VRIO analysis, External factor analysis (EFA) and porter's five forces model, and stakeholder analysis. Additionally, the analytical hierarchy process (AHP) is employed to formulate a business strategy for Bejo Motor in the digital era. The research emphasizes the importance of adaptive business strategies aligned with market trends, leveraging internal strengths, addressing weakness, and capitalizing on external opportunities and threats. Furthermore, it highlights the significance of enhancing customer experience, embracing digital transformation, and establishing strategic collaborations. The managerial implications stress the continuous monitoring of the automotive industry, embracing digital technologies, and adopting customer-centric approaches. By implementing the recommended strategies, bejo motor car showroom can enhance its competitiveness, adapt to market changes, and achieve sustainable growth.