{"id":10228,"date":"2022-06-30T15:18:50","date_gmt":"2022-06-30T19:18:50","guid":{"rendered":"https:\/\/go.trader.ca\/?p=10228"},"modified":"2022-06-30T15:27:51","modified_gmt":"2022-06-30T19:27:51","slug":"notre-recherche-revele-une-evolution-des-habitudes-des-acheteurs-automobiles","status":"publish","type":"post","link":"https:\/\/go.trader.ca\/fr\/notre-recherche-revele-une-evolution-des-habitudes-des-acheteurs-automobiles\/","title":{"rendered":"Notre recherche r\u00e9v\u00e8le une \u00e9volution des habitudes des acheteurs automobiles"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]Alors que la p\u00e9nurie de micropuces continue \u00e0 chambarder le secteur de l\u2019automobile, quoiqu\u2019\u00e0 un degr\u00e9 moindre qu\u2019il y a un an ou m\u00eame quelques mois, nous avons demand\u00e9 aux magasineurs automobiles sur AutoHebdo.net de nous d\u00e9crire leur exp\u00e9rience et leurs pr\u00e9f\u00e9rences des magasinage ces derniers temps. Dans l\u2019ensemble, on constate que les consommateurs sont conscients des probl\u00e8mes li\u00e9s \u00e0 la production de micropuces. Cela vous permet d\u2019adapter votre strat\u00e9gie marketing et de vente pour aider les consommateurs \u00e0 progresser plus sereinement sur leur parcours d\u2019achat.<\/p>\n

Notre \u00e9tude, men\u00e9e en mai de cette ann\u00e9e, r\u00e9v\u00e8le que 96% des acheteurs \u00e9taient au courant de la p\u00e9nurie dans le secteur automobile, en hausse comparativement \u00e0 88% il y a un an. Toutefois, seulement 39% des magasineurs automobiles ont \u00e9t\u00e9 personnellement affect\u00e9s par cette p\u00e9nurie et ceux qui ne l\u2019ont pas encore \u00e9t\u00e9 esp\u00e8rent ne pas y \u00eatre confront\u00e9s. Il n\u2019est pas possible de r\u00e9pondre efficacement \u00e0 ces pr\u00e9occupations sans s\u2019int\u00e9resser aux d\u00e9tails de ces pr\u00e9occupations. Voici nos principales constatations:[\/vc_column_text][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb10229″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_column_text]Parmi les magasineurs canadiens de v\u00e9hicules neufs, 78% s\u2019attendent \u00e0 devoir attendre plus longtemps avant de prendre possession de leur v\u00e9hicule neuf et 75% sont au courant de la p\u00e9nurie de v\u00e9hicules sur le march\u00e9. Les prix constituent aussi une source de pr\u00e9occupation, 66% des personnes interrog\u00e9es s\u2019attendant \u00e0 ce que leur prochain v\u00e9hicule co\u00fbte plus cher. Les consommateurs ne croient pas non plus qu\u2019ils b\u00e9n\u00e9ficieront d\u2019un all\u00e8gement sur le prix affich\u00e9, 59% s\u2019attendant \u00e0 des r\u00e9ductions moins int\u00e9ressantes, alors que 58% s\u2019attendent \u00e0 une moins grande souplesse pour n\u00e9gocier le prix.<\/p>\n

Chez les magasineurs de v\u00e9hicules d\u2019occasion, 78% s\u2019attendent \u00e0 des prix plus \u00e9lev\u00e9s qu\u2019\u00e0 la normale, tandis que 44% s\u2019attendent \u00e0 des rabais moindres, alors que 52% croient qu\u2019ils n\u2019auront pas beaucoup de possibilit\u00e9s de n\u00e9gocier, voire aucune. Ces r\u00e9sultats sont attribuables \u00e0 la compr\u00e9hension de l\u2019effet de la raret\u00e9 sur le march\u00e9 des voitures d\u2019occasion, comme en fait foi la proportion de 61% des magasineurs qui s\u2019attendent \u00e0 ce que les v\u00e9hicules d\u2019occasion s\u2019envolent rapidement de la cour des marchands.[\/vc_column_text][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb10231″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_column_text]Tout cela fait en sorte que les magasineurs entretiennent des inqui\u00e9tudes par rapport \u00e0 leur parcours d’achats, m\u00eame s\u2019ils n\u2019ont pas encore \u00e9t\u00e9 touch\u00e9s par les probl\u00e8mes auxquels ils craignent \u00eatre confront\u00e9s. Par cons\u00e9quent, en raison de la p\u00e9nurie de v\u00e9hicules, 41% se disent d\u00e9courag\u00e9s par la dur\u00e9e et l\u2019intensit\u00e9 des efforts qu\u2019ils devront consacrer au processus d\u2019achat et 37% sont plut\u00f4t inquiets de trouver un v\u00e9hicule qui correspond \u00e0 leurs besoins et \u00e0 leur budget.<\/p>\n

Malgr\u00e9 tout, vous avez l\u2019occasion d\u2019intervenir aupr\u00e8s de vos acheteurs potentiels pour surmonter leurs h\u00e9sitations et inqui\u00e9tudes et les guider tout au long de leur parcours d\u2019achat. Bien que vous n\u2019ayez aucun contr\u00f4le sur la p\u00e9nurie de micropuces, vous pouvez certainement offrir \u00e0 vos clients potentiels des v\u00e9hicules qui, m\u00eame s\u2019ils sont diff\u00e9rents de leur premier chois, conviennent parfaitement \u00e0 leurs crit\u00e8res d\u2019achat ainsi qu\u2019\u00e0 leur budget.<\/p>\n

Dans l\u2019ensemble, les acheteurs de v\u00e9hicules neufs sont plus patients et susceptibles d\u2019acheter sans pr\u00e9alablement effectuer un essai routier. Toutefois, les magasineurs de v\u00e9hicules usag\u00e9s consacrent nettement plus de temps aux places d\u2019affaires automobiles en ligne.<\/p>\n

Les magasineurs de v\u00e9hicules neufs et d\u2019occasion sont pr\u00eats \u00e0 payer plus cher pour un v\u00e9hicule, soit 22% et 23% respectivement, et sont pr\u00eats \u00e0 d\u00e9passer leur budget maximal de 2 000$ \u00e0 4 000$ si c\u2019est ce qu\u2019il faut pour conclure l\u2019achat.[\/vc_column_text][vc_empty_space height=\u00a0\u00bb20px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb10233″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_column_text]En ce qui concerne le territoire d\u2019achat consid\u00e9r\u00e9, 61% des r\u00e9pondants se disent pr\u00eats \u00e0 se d\u00e9placer plus loin pour acheter un v\u00e9hicule, une hausse par rapport aux 42% de juin 2021. Parmi ceux qui sont pr\u00eats \u00e0 parcourir une distance suppl\u00e9mentaire pour trouver la bonne affaire, 33% parcourraient plus de 400 kilom\u00e8tres s\u2019il le fallait, et 57% seraient pr\u00eats \u00e0 acheter \u00e0 l\u2019ext\u00e9rieur de la province.<\/p>\n

Le magasinage en ligne demeure un outil important, 54% \u00e9tant dispos\u00e9s \u00e0 passer plus de temps \u00e0 faire du magasinage comparatif sur les places d\u2019affaires en ligne comme AutoHebdo.net, la moiti\u00e9 de cette cohorte pr\u00e9voyant y consacrer de deux \u00e0 quatre heures de plus par semaine. Alors que la p\u00e9nurie persiste, 36% sont pr\u00eats \u00e0 acheter un v\u00e9hicule d\u2019occasion au lieu d\u2019un neuf, tandis que 43% se disent pr\u00eats \u00e0 faire des concessions en ce qui concerne la marque, les options ou la couleur.[\/vc_column_text][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb10235″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_column_text]En ce qui concerne le soutien au cours du parcours d\u2019achat, 64% estiment qu\u2019un outil de comparaison des prix serait b\u00e9n\u00e9fique, tandis que 37% souhaitent suivre de pr\u00e8s l\u2019\u00e9tat de la p\u00e9nurie de micropuces; 31% se disent vivement int\u00e9ress\u00e9s par les articles d\u2019\u00e9valuation de mod\u00e8les par des professionnels. Enfin, 25% des acheteurs potentiels souhaitent \u00eatre r\u00e9guli\u00e8rement inform\u00e9s de la date de livraison de leur prochain v\u00e9hicule.[\/vc_column_text][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb10237″ img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][vc_empty_space height=\u00a0\u00bb40px\u00a0\u00bb][vc_column_text]En r\u00e9sum\u00e9, les consommateurs sont tr\u00e8s conscients des difficult\u00e9s actuelles d\u2019achat dans le secteur automobile. Les commer\u00e7ants qui adapteront leurs strat\u00e9gies en cons\u00e9quence et qui n\u2019h\u00e9siteront pas \u00e0 sugg\u00e9rer des v\u00e9hicules semblables \u00e0 leurs acheteurs, m\u00eame si ces options de rechange ne correspondent pas n\u00e9cessairement \u00e0 l\u2019ensemble de leurs crit\u00e8res d\u2019achat, auront un avantage sur ce march\u00e9.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text]Alors que la p\u00e9nurie de micropuces continue \u00e0 chambarder le secteur de l\u2019automobile, quoiqu\u2019\u00e0 un degr\u00e9 moindre qu\u2019il y a un an ou m\u00eame quelques mois, nous avons demand\u00e9 aux magasineurs automobiles sur AutoHebdo.net de nous d\u00e9crire leur exp\u00e9rience et leurs pr\u00e9f\u00e9rences des magasinage ces derniers temps. Dans l\u2019ensemble, on constate que les consommateurs sont<\/p>\n","protected":false},"author":4,"featured_media":10231,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[749],"tags":[39,239,739],"class_list":["post-10228","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-autohebdo-net","tag-automobile","tag-etudes-de-marche"],"acf":[],"yoast_head":"\nNotre recherche r\u00e9v\u00e8le une \u00e9volution des habitudes des acheteurs automobiles | Soci\u00e9t\u00e9 TRADER<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/go.trader.ca\/fr\/notre-recherche-revele-une-evolution-des-habitudes-des-acheteurs-automobiles\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Notre recherche r\u00e9v\u00e8le une \u00e9volution des habitudes des acheteurs automobiles | Soci\u00e9t\u00e9 TRADER\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]Alors que la p\u00e9nurie de micropuces continue \u00e0 chambarder le secteur de l\u2019automobile, quoiqu\u2019\u00e0 un degr\u00e9 moindre qu\u2019il y a un an ou m\u00eame quelques mois, nous avons demand\u00e9 aux magasineurs automobiles sur AutoHebdo.net de nous d\u00e9crire leur exp\u00e9rience et leurs pr\u00e9f\u00e9rences des magasinage ces derniers temps. 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