{"id":12218,"date":"2024-04-15T10:00:08","date_gmt":"2024-04-15T14:00:08","guid":{"rendered":"https:\/\/go.trader.ca\/?p=12218"},"modified":"2024-06-26T09:20:45","modified_gmt":"2024-06-26T13:20:45","slug":"intentions-dachat-automobile-et-optimisme-des-acheteurs-au-beau-fixe-en-2024","status":"publish","type":"post","link":"https:\/\/go.trader.ca\/fr\/intentions-dachat-automobile-et-optimisme-des-acheteurs-au-beau-fixe-en-2024\/","title":{"rendered":"Intentions d\u2019achat automobile et optimisme des acheteurs: au beau fixe en 2024"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]La sant\u00e9 \u00e9conomique, les prix de l\u2019essence, la direction des taux d\u2019int\u00e9r\u00eat ne repr\u00e9sentent que quelques-uns des facteurs affectant le dynamisme du march\u00e9 automobile canadien. L\u2019un de ces indicateurs s\u2019est toutefois d\u00e9marqu\u00e9 par sa stabilit\u00e9 au cours des plus r\u00e9cents cycles \u00e9conomiques: l\u2019intention d\u2019achat automobile.<\/p>\n<p>La plus r\u00e9cente \u00e9tude de march\u00e9 r\u00e9alis\u00e9e en notre nom par DIG Insights r\u00e9v\u00e8le que la demande demeure \u00e9lev\u00e9e, alors qu\u2019environ un Canadien sur quatre planifie acheter un v\u00e9hicule d\u2019ici 6 mois. De plus, toujours au premier trimestre de 2024, environ 43% des consommateurs avec intention d\u2019achat automobile interrog\u00e9s estimaient que le moment \u00e9tait propice pour r\u00e9aliser un achat important, un r\u00e9sultat en l\u00e9g\u00e8re am\u00e9lioration par rapport \u00e0 l\u2019enqu\u00eate pr\u00e9c\u00e9dente r\u00e9alis\u00e9e \u00e0 l\u2019\u00e9t\u00e9 2023.[\/vc_column_text][\/vc_column][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb12224&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb12226&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb160px\u00a0\u00bb][vc_column_text]Du c\u00f4t\u00e9 des habitudes et pr\u00e9f\u00e9rences de magasinage, la phase de recherche d\u2019information reste principalement men\u00e9e sur les places d\u2019affaires automobiles en ligne, alors que 50% des magasineurs de v\u00e9hicules d\u2019occasion disent consulter des ressources en ligne comme AutoHebdo.net. Les sites Web des commer\u00e7ants automobiles sont ensuite consult\u00e9s par 34% des magasineurs, tandis que 30% disent r\u00e9guli\u00e8rement visiter les sites Web des constructeurs. C\u2019est une \u00e9vidence: votre succ\u00e8s passe par la promotion de votre inventaire sur les plates-formes qui attirent le plus lors de cette \u00e9tape importante du parcours d\u2019achat.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb140px\u00a0\u00bb][vc_column_text]En plus de savoir comment les consommateurs recherchent des v\u00e9hicules en ligne, il est important de conna\u00eetre les \u00e9tapes du <em>parcours d\u2019achat<\/em> qu\u2019ils sont pr\u00eats \u00e0 r\u00e9aliser en ligne pour mieux r\u00e9pondre \u00e0 leurs besoins. Ainsi, 90% des acheteurs potentiels disent vouloir effectuer certaines des \u00e9tapes du processus d\u2019achat en ligne, ce qui est conforme aux r\u00e9sultats de l\u2019\u00e9tude pr\u00e9c\u00e9dente. Cependant, nous remarquons une hausse de 9% de la proportion d\u2019acheteurs se disant int\u00e9ress\u00e9s jusqu\u2019\u00e0 un certain point \u00e0 enti\u00e8rement r\u00e9aliser leur achat en ligne, celle-ci atteignant maintenant les 69%.[\/vc_column_text][\/vc_column][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb12228&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb12232&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb160px\u00a0\u00bb][vc_column_text]La popularit\u00e9 des principales \u00e9tapes que les acheteurs automobiles sont pr\u00eats \u00e0 compl\u00e9ter en ligne reste stable, avec 97% pour la recherche et la comparaison de v\u00e9hicules en ligne, 91% sont ouverts \u00e0 la soumission d\u2019une demande d\u2019information, 86% \u00e0 la r\u00e9servation d\u2019un essai \u00e0 domicile, 85% \u00e0 la planification de la livraison, 82% \u00e0 l\u2019obtention d\u2019une pr\u00e9approbation de financement et 82% \u00e0 l\u2019estimation de la valeur de leur v\u00e9hicule d\u2019\u00e9change. Certains des services uniques sur le march\u00e9 offerts par AutoHebdo.net, comme <a href=\"https:\/\/go.trader.ca\/fr\/commercants\/place-daffaires-en-ligne\/offre-argent-comptant\/\" target=\"_blank\" rel=\"noopener\">Offre argent comptant<\/a> ou le <a href=\"https:\/\/go.trader.ca\/fr\/commercants\/place-daffaires-en-ligne\/configurateur-d-offres\/\" target=\"_blank\" rel=\"noopener\">Configurateur d\u2019offres<\/a>, sont con\u00e7us pour satisfaire aux nouvelles pr\u00e9f\u00e9rences des consommateurs et vous aider \u00e0 convertir vos prospects en acheteurs.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]Lorsqu\u2019on demande \u00e0 ces consommateurs avec intention d\u2019achat s\u2019ils sont satisfaits de leur situation financi\u00e8re actuelle, 77% r\u00e9pondent par l\u2019affirmative.\u00a0 La proportion des magasineurs automobiles rassur\u00e9s par la pr\u00e9sente situation \u00e9conomique est quant \u00e0 elle pass\u00e9e de 35 \u00e0 44%. Quand on les interroge sur leurs perspectives \u00e0 court terme (sur 6 mois), 73% entrevoient financi\u00e8rement bien s\u2019en tirer, alors que du c\u00f4t\u00e9 des conditions \u00e9conomiques, le taux d\u2019optimisme grimpe \u00e0 58%. Compte tenu de cette hausse des niveaux de confiance, il est plus important que jamais de maximiser la visibilit\u00e9 de votre inventaire aupr\u00e8s de ces consommateurs motiv\u00e9s.<\/p>\n<p>L\u2019influence de facteurs externes sur les intentions d\u2019achat automobile a l\u00e9g\u00e8rement fluctu\u00e9 par rapport \u00e0 l\u2019\u00e9t\u00e9 dernier. Par exemple, les h\u00e9sitations engendr\u00e9es par la p\u00e9nurie de v\u00e9hicules sont en recul \u00e0 64%, tout comme les prix de l\u2019essence (67%). L\u2019inflation continue d\u2019inqui\u00e9ter dans une proportion constante, \u00e0 75%, mais \u00e9tonnamment, les consommateurs avec intention d\u2019achat sont un peu moins d\u00e9courag\u00e9s par le prix des v\u00e9hicules (81%) et les taux d\u2019int\u00e9r\u00eat \u00e9lev\u00e9s (74%). En fin de compte, ils sont pr\u00eats \u00e0 acheter et il y a peu d\u2019obstacles majeurs qui risquent de freiner leur \u00e9lan d\u2019achat.<\/p>\n<p>Dans l\u2019ensemble, en consid\u00e9ration des facteurs d\u00e9favorables, comme l\u2019inflation, les prix \u00e9lev\u00e9s et les taux d\u2019int\u00e9r\u00eat, pour n\u2019en nommer que quelques-uns, la grande majorit\u00e9 (67%) des acheteurs potentiels affect\u00e9s par au moins un de ceux-ci pr\u00e9voient magasiner et comparer plus qu\u2019\u00e0 l\u2019habitude pour trouver la meilleure offre. Par exemple, en raison des prix \u00e9lev\u00e9s des v\u00e9hicules, 40% des magasineurs automobiles disent passer plus de temps \u00e0 comparer leurs options, un r\u00e9sultat comparable \u00e0 celui de l\u2019\u00e9t\u00e9 dernier. Ensuite, presqu\u2019\u00e0 \u00e9galit\u00e9, le nombre de ceux envisageant r\u00e9duire leur budget ou retarder leur achat est en baisse de sept points, passant de 45% l\u2019\u00e9t\u00e9 dernier \u00e0 38% cette ann\u00e9e. M\u00eame si les magasineurs automobiles souhaitent trouver la meilleure offre, ils ont l\u2019intention d\u2019acheter plus t\u00f4t que tard.[\/vc_column_text][\/vc_column][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb12230&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]Il est essentiel de suivre comment et o\u00f9 les consommateurs automobiles magasinent, alors que leur niveau de confiance se r\u00e9tablit et qu\u2019ils sont moins susceptibles de faire des compromis sur leur choix final. Ainsi, ne n\u00e9gligez pas de leur proposer les outils en ligne qui faciliteront leur progression sur le parcours d\u2019achat automobile, en voie vers la conclusion d\u2019une transaction.<\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]<\/p>\n<h4>Principaux points \u00e0 retenir<\/h4>\n<p>[\/vc_column_text][vc_empty_space height=\u00a0\u00bb20px\u00a0\u00bb][vc_column_text]<\/p>\n<ul>\n<li>Les intentions d\u2019achat des consommateurs automobiles canadiens demeurent stables.<\/li>\n<li>Les places d\u2019affaires automobiles en ligne restent la principale source d\u2019information consult\u00e9e par les magasineurs automobiles canadiens.<\/li>\n<li>L\u2019int\u00e9r\u00eat envers la r\u00e9alisation de certaines des \u00e9tapes du parcours d\u2019achat automobile en ligne continue \u00e0 augmenter<\/li>\n<li>La confiance des consommateurs envers la situation \u00e9conomique actuelle et celles des mois \u00e0 venir reste stable depuis l\u2019\u00e9t\u00e9 2023.<\/li>\n<li>Divers facteurs externes incitent les consommateurs \u00e0 consid\u00e9rer toutes leurs options et \u00e0 comparer les prix plus que jamais.<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_separator][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]<span style=\"font-size: 10px; color: #808285;\">Source:\u00c9tude de march\u00e9 DIG Insights sur la perception des acheteurs de v\u00e9hicules et leurs intentions, f\u00e9vrier 2024, n=305.<\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]La sant\u00e9 \u00e9conomique, les prix de l\u2019essence, la direction des taux d\u2019int\u00e9r\u00eat ne repr\u00e9sentent que quelques-uns des facteurs affectant le dynamisme du march\u00e9 automobile canadien. L\u2019un de ces indicateurs s\u2019est toutefois d\u00e9marqu\u00e9 par sa stabilit\u00e9 au cours des plus r\u00e9cents cycles \u00e9conomiques: l\u2019intention d\u2019achat automobile. La plus r\u00e9cente \u00e9tude de march\u00e9 r\u00e9alis\u00e9e en<\/p>\n","protected":false},"author":4,"featured_media":12228,"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":[239,727,739],"class_list":["post-12218","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-automobile","tag-consommateurs","tag-etudes-de-marche"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Intentions d\u2019achat automobile et optimisme des acheteurs: au beau fixe en 2024 | 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\/intentions-dachat-automobile-et-optimisme-des-acheteurs-au-beau-fixe-en-2024\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Intentions d\u2019achat automobile et optimisme des acheteurs: au beau fixe en 2024 | Soci\u00e9t\u00e9 TRADER\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column width=\u00a0\u00bb1\/2&Prime;][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_column_text]La sant\u00e9 \u00e9conomique, les prix de l\u2019essence, la direction des taux d\u2019int\u00e9r\u00eat ne repr\u00e9sentent que quelques-uns des facteurs affectant le dynamisme du march\u00e9 automobile canadien. L\u2019un de ces indicateurs s\u2019est toutefois d\u00e9marqu\u00e9 par sa stabilit\u00e9 au cours des plus r\u00e9cents cycles \u00e9conomiques: l\u2019intention d\u2019achat automobile. 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