{"id":8245,"date":"2021-07-15T13:59:00","date_gmt":"2021-07-15T17:59:00","guid":{"rendered":"https:\/\/go.trader.ca\/?p=8245"},"modified":"2022-06-22T09:41:54","modified_gmt":"2022-06-22T13:41:54","slug":"etude-de-consommation-la-penurie-mondiale-de-micropuces-pousse-les-acheteurs-automobiles-canadiens-a-aller-plus-loin","status":"publish","type":"post","link":"https:\/\/go.trader.ca\/fr\/etude-de-consommation-la-penurie-mondiale-de-micropuces-pousse-les-acheteurs-automobiles-canadiens-a-aller-plus-loin\/","title":{"rendered":"\u00c9tude de consommation: la p\u00e9nurie mondiale de micropuces pousse les acheteurs automobiles canadiens \u00e0 aller plus loin"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text]L\u2019actuelle p\u00e9nurie mondiale de micropuces, dont les causes sont vari\u00e9es (COVID-19 et guerre commerciale, notamment), a des r\u00e9percussions sur les cha\u00eenes d\u2019approvisionnement mondiales, y compris dans le secteur automobile et les consommateurs canadiens en sont bien conscients.<\/p>\n<p>En fait, selon une \u00e9tude en ligne men\u00e9e en juin 2021 aupr\u00e8s de plus de 500 visiteurs avec intention d\u2019achat automobile sur AutoTrader.ca et AutoHebdo.net, 9 r\u00e9pondants sur 10 ont d\u00e9clar\u00e9 \u00eatre au courant de cette p\u00e9nurie et 78% ont dit s\u2019attendre \u00e0 ce que cette situation ait des impacts sur l\u2019industrie et le march\u00e9 de l\u2019automobile en g\u00e9n\u00e9ral.<\/p>\n<p>Parmi les acheteurs automobiles canadiens, les cons\u00e9quences les plus souvent anticip\u00e9es sont la r\u00e9duction de la s\u00e9lection de v\u00e9hicules et une hausse des prix. Plus pr\u00e9cis\u00e9ment, 84% des r\u00e9pondants disent s\u2019attendre \u00e0 une r\u00e9duction de la s\u00e9lection de v\u00e9hicules neufs dans la cour des concessionnaires et 71% s\u2019attendent \u00e0 devoir payer plus. De plus, 65% estiment qu\u2019il y aura moins de possibilit\u00e9s de n\u00e9gocier et 57% s\u2019attendent \u00e0 une moins grande g\u00e9n\u00e9rosit\u00e9 des rabais et promotions en raison de la r\u00e9duction de l\u2019offre.<\/p>\n<p>Il est int\u00e9ressant de noter que les consommateurs anticipent correctement l\u2019effet de la p\u00e9nurie sur le prix et les inventaires de v\u00e9hicules d\u2019occasion, la demande de v\u00e9hicules usag\u00e9s \u00e9tant stimul\u00e9e par la diminution de l\u2019offre de v\u00e9hicules neufs.<\/p>\n<p>Point particuli\u00e8rement int\u00e9ressant et rassurant pour les concessionnaires automobiles: toujours selon cette \u00e9tude, les Canadiens sont pr\u00eats \u00e0 d\u00e9ployer plus d\u2019efforts pour acheter leur prochain v\u00e9hicule. Ainsi, pr\u00e8s d\u2019un tiers des acheteurs potentiels d\u00e9clarent \u00eatre pr\u00eats \u00e0 payer un peu plus pour un v\u00e9hicule neuf en raison de la p\u00e9nurie de micropuces.<\/p>\n<p>Plusieurs se disent \u00e9galement dispos\u00e9s \u00e0 modifier leur strat\u00e9gie d\u2019achat pour surmonter cette difficult\u00e9. Par exemple, 42% des r\u00e9pondants seraient pr\u00eats \u00e0 se d\u00e9placer plus loin pour acheter un v\u00e9hicule et 31% se disent pr\u00eats \u00e0 parcourir plus de 400 kilom\u00e8tres pour trouver le bon v\u00e9hicule. En ce qui concerne l\u2019investissement en temps, 35% des acheteurs s\u2019attendent \u00e0 passer plus de temps sur les places d\u2019affaires en ligne comme AutoHebdo.net et pr\u00e8s de la moiti\u00e9 (49%) s\u2019attendent m\u00eame \u00e0 consacrer de deux \u00e0 quatre heures suppl\u00e9mentaires, par semaine, pour pouvoir mieux magasiner et comparer les offres en ligne.<\/p>\n<p>Cette baisse de l\u2019offre de v\u00e9hicules neufs incite 27% des acheteurs de v\u00e9hicules neufs \u00e0 consid\u00e9rer l\u2019achat d\u2019un v\u00e9hicule usag\u00e9 et 20% consid\u00e9reraient changer de marque ou de mod\u00e8le.<\/p>\n<p>Finalement, lorsqu\u2019on leur a demand\u00e9 ce qui aiderait \u00e0 am\u00e9liorer leur exp\u00e9rience d\u2019achat automobile en cette p\u00e9riode de p\u00e9nurie de micropuces, pr\u00e8s de la moiti\u00e9 (49%) des r\u00e9pondants affirment que l\u2019acc\u00e8s \u00e0 des outils de comparaison de mod\u00e8les et de prix les aiderait \u00e0 effectuer un meilleur choix.<\/p>\n<p>La r\u00e9ception d\u2019informations \u00e0 jour \u00e0 propos de la p\u00e9nurie de micropuces et son impact sur le march\u00e9 automobile a \u00e9t\u00e9 cit\u00e9e par 22% des r\u00e9pondants comme \u00e9tant b\u00e9n\u00e9fique \u00e0 l\u2019exp\u00e9rience d\u2019achat automobile.<\/p>\n<p>En conclusion, on peut affirmer que cette r\u00e9cente \u00e9tude de consommation d\u00e9montre que les acheteurs automobiles canadiens sont au courant des d\u00e9fis pos\u00e9s par la p\u00e9nurie de micropuces et qu\u2019ils sont pr\u00eats \u00e0 ajuster leurs comportements d\u2019achat en cons\u00e9quence. En sachant cela, les marchands et concessionnaires automobiles auraient avantage \u00e0 affiner leurs strat\u00e9gies de marketing et de service \u00e0 la client\u00e8le pour fournir \u00e0 leurs acheteurs potentiels l\u2019information et les outils qu\u2019ils rechercheront lors de leur prochain parcours d\u2019achat.<\/p>\n<p>[\/vc_column_text][vc_empty_space height=\u00a0\u00bb30px\u00a0\u00bb][vc_single_image image=\u00a0\u00bb8246&Prime; img_size=\u00a0\u00bbfull\u00a0\u00bb alignment=\u00a0\u00bbcenter\u00a0\u00bb][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][vc_column_text]L\u2019actuelle p\u00e9nurie mondiale de micropuces, dont les causes sont vari\u00e9es (COVID-19 et guerre commerciale, notamment), a des r\u00e9percussions sur les cha\u00eenes d\u2019approvisionnement mondiales, y compris dans le secteur automobile et les consommateurs canadiens en sont bien conscients. En fait, selon une \u00e9tude en ligne men\u00e9e en juin 2021 aupr\u00e8s de plus de 500 visiteurs avec<\/p>\n","protected":false},"author":35,"featured_media":9620,"comment_status":"closed","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":[39,239,727,739,732,569,41],"class_list":["post-8245","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-autohebdo-net","tag-automobile","tag-consommateurs","tag-etudes-de-marche","tag-formation","tag-marketing-numerique","tag-place-daffaires"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9tude de consommation: la p\u00e9nurie mondiale de micropuces pousse les acheteurs automobiles canadiens \u00e0 aller plus loin | 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\/etude-de-consommation-la-penurie-mondiale-de-micropuces-pousse-les-acheteurs-automobiles-canadiens-a-aller-plus-loin\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c9tude de consommation: la p\u00e9nurie mondiale de micropuces pousse les acheteurs automobiles canadiens \u00e0 aller plus loin | Soci\u00e9t\u00e9 TRADER\" \/>\n<meta property=\"og:description\" content=\"[vc_row][vc_column][vc_column_text]L\u2019actuelle p\u00e9nurie mondiale de micropuces, dont les causes sont vari\u00e9es (COVID-19 et guerre commerciale, notamment), a des r\u00e9percussions sur les cha\u00eenes d\u2019approvisionnement mondiales, y compris dans le secteur automobile et les consommateurs canadiens en sont bien conscients. En fait, selon une \u00e9tude en ligne men\u00e9e en juin 2021 aupr\u00e8s de plus de 500 visiteurs avec\" \/>\n<meta property=\"og:url\" content=\"https:\/\/go.trader.ca\/fr\/etude-de-consommation-la-penurie-mondiale-de-micropuces-pousse-les-acheteurs-automobiles-canadiens-a-aller-plus-loin\/\" \/>\n<meta property=\"og:site_name\" content=\"TRADER\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-15T17:59:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-22T13:41:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/go.trader.ca\/wp-content\/uploads\/2021\/07\/Trader_MicrochipShortage_Infographic_final-pdf-1-scaled-e1651652815411.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"768\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sabrina Bond\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sabrina Bond\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/go.trader.ca\\\/fr\\\/etude-de-consommation-la-penurie-mondiale-de-micropuces-pousse-les-acheteurs-automobiles-canadiens-a-aller-plus-loin\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/go.trader.ca\\\/fr\\\/etude-de-consommation-la-penurie-mondiale-de-micropuces-pousse-les-acheteurs-automobiles-canadiens-a-aller-plus-loin\\\/\"},\"author\":{\"name\":\"Sabrina Bond\",\"@id\":\"https:\\\/\\\/go.trader.ca\\\/#\\\/schema\\\/person\\\/b65ded53bd47f9c77c4fb708d8f3ad31\"},\"headline\":\"\u00c9tude de consommation: la p\u00e9nurie mondiale de micropuces 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