{"id":23049,"date":"2017-11-08T09:56:03","date_gmt":"2017-11-08T14:56:03","guid":{"rendered":"https:\/\/www.federated.ca\/blog\/non-classifiee\/car-buying-technology\/"},"modified":"2025-11-27T14:31:12","modified_gmt":"2025-11-27T19:31:12","slug":"technologie-achat-voiture","status":"publish","type":"post","link":"https:\/\/www.federated.ca\/fr\/blog\/automobile\/technologie-achat-voiture\/","title":{"rendered":"L\u2019influence de la technologie sur le processus d\u2019achat d\u2019une automobile"},"content":{"rendered":"

Longtemps, les achats d\u2019automobiles se faisaient selon la m\u00eame formule\u00a0: le consommateur, apr\u00e8s avoir d\u00e9cid\u00e9 qu\u2019il \u00e9tait temps pour lui de s\u2019acheter une nouvelle voiture, se rendait dans un concessionnaire, parlait au vendeur et faisait un essai routier. Or, aujourd\u2019hui, les nouvelles technologies ont modifi\u00e9 la formule, tant du point de vue du consommateur que de celui du vendeur. L\u2019\u00e9poque o\u00f9 les concessionnaires engageaient des mascottes pour faire la publicit\u00e9 de leur commerce est r\u00e9volue. Du moins, pour la plupart\u2026<\/p>\n

Les clients sont mieux renseign\u00e9s<\/strong><\/h4>\n

Comme ils peuvent trouver beaucoup d\u2019information en ligne sur les options offertes, de nombreux consommateurs ont d\u00e9j\u00e0 fait leur magasinage avant de se rendre chez le concessionnaire. Des rapports de s\u00e9curit\u00e9 des produits de consommation aux \u00e9valuations d\u2019autres acheteurs, ils peuvent tout trouver en ligne. De nos jours, les consommateurs visitent en moyenne seulement 1,9\u00a0concessionnaire avant de faire leur achat<\/a>. Le concessionnaire doit donc les s\u00e9duire s\u2019il veut conclure la vente.<\/p>\n

\n

De nos jours, les consommateurs visitent en moyenne seulement 1,9\u00a0concessionnaire avant de faire leur achat.<\/p>\n<\/blockquote>\n

Il est m\u00eame possible de recevoir une pr\u00e9autorisation pour pr\u00eat automobile en remplissant une simple demande en ligne. Tout \u00e7a avant m\u00eame de mettre le pied chez le concessionnaire.<\/p>\n

Comme toute cette information se trouve en quelques clics, il est d\u2019autant plus important pour les vendeurs de faire preuve de transparence et d\u2019honn\u00eatet\u00e9 avec les clients<\/a>. Cacher ou manipuler la v\u00e9rit\u00e9 leur fera probablement perdre la vente et pourrait nuire \u00e0 leur r\u00e9putation.<\/p>\n

Les concessionnaires doivent s\u2019adapter<\/strong><\/h4>\n

Comme le nombre de concessionnaires que visitent les consommateurs est en d\u00e9clin, il est important, plus que jamais, d\u2019utiliser Internet pour faire la publicit\u00e9 de vos offres. Il est donc essentiel d\u2019avoir un site Web de premier plan.<\/p>\n

\u00c0 quoi ce site devrait-il ressembler? Tout d\u2019abord, on doit y trouver des images des v\u00e9hicules attrayantes et de grande qualit\u00e9. Le site doit \u00eatre organis\u00e9 et simple \u00e0 consulter pour que les clients potentiels puissent parcourir les offres sans difficult\u00e9. De plus, la transition du site \u00e0 la salle d\u2019exposition devrait se faire ais\u00e9ment. Autrement dit, si un client demande de voir un v\u00e9hicule pr\u00e9cis qui \u00e9tait affich\u00e9 sur le site Web du concessionnaire, le vendeur doit \u00eatre en mesure de lui montrer directement.<\/p>\n

Par exemple, AutoNation, la premi\u00e8re cha\u00eene de vente d\u2019automobiles au d\u00e9tail en importance aux \u00c9tats-Unis, offre un site Web o\u00f9 les clients peuvent choisir leur v\u00e9hicule parmi les stocks disponibles en ligne. Puis, on leur fournit le num\u00e9ro d\u2019identification du v\u00e9hicule que le concessionnaire r\u00e9servera pour eux pendant 72\u00a0heures, ce qui donne le temps au client d\u2019aller voir le v\u00e9hicule en personne et d\u2019en faire un essai routier avant de conclure l\u2019achat.<\/p>\n

En plus d\u2019\u00e9tablir une pr\u00e9sence en ligne, certains concessionnaires prennent un virage num\u00e9rique dans leurs activit\u00e9s courantes. Pour que la transition entre le site Web et la selle d\u2019exposition se fasse le plus naturellement possible, par exemple, les vendeurs du concessionnaire Sonic se servent de tablettes iPad pour trouver facilement l\u2019information n\u00e9cessaire et finaliser la vente plus rapidement.<\/p>\n

\n

En plus d\u2019\u00e9tablir une pr\u00e9sence en ligne, certains concessionnaires prennent un virage num\u00e9rique dans leurs activit\u00e9s courantes.<\/p>\n<\/blockquote>\n

Faut-il s\u2019inqui\u00e9ter<\/strong>?<\/strong><\/h4>\n

La technologie ne touche pas seulement ceux qui ach\u00e8tent et vendent des automobiles, mais \u00e9galement les automobiles elles-m\u00eames. C\u2019est pourquoi nous avons assist\u00e9 dans les derni\u00e8res ann\u00e9es \u00e0 un d\u00e9bat en ligne sur l\u2019avenir des concessionnaires.<\/p>\n

En effet, au premier trimestre de 2017, on y comptait plus de 150\u00a0000\u00a0emplois<\/a>. Doug Heeney, gestionnaire des ventes de parcs automobiles chez Campbell Ford, \u00e0 Ottawa, disait \u00e0 Radio-Canada que les affaires n\u2019ont jamais \u00e9t\u00e9 aussi bonnes et que m\u00eame s\u2019il croit que les voitures \u00e9lectriques occuperont une place importante dans le march\u00e9 de l\u2019automobile, selon lui, elles ne prendront pas toute la place, surtout pas au Canada.<\/p>\n

Rester au-devant des tendances<\/strong><\/h4>\n

Le secteur des concessionnaires automobiles n\u2019est pas le seul \u00e0 chercher des fa\u00e7ons d\u2019int\u00e9grer les nouvelles technologies<\/a> \u00e0 ses activit\u00e9s pour \u00eatre au diapason avec sa client\u00e8le. Toutefois, il est tout aussi important que les concessionnaires utilisent ces nouvelles technologies pour toucher une plus vaste client\u00e8le et pour rester au fait des changements dans les habitudes d\u2019achat des consommateurs.<\/p>\n

Le pr\u00e9sent billet est fourni uniquement \u00e0 titre informatif et ne vise pas \u00e0 remplacer les conseils de professionnels.<\/em> Nous ne faisons aucune assertion et n\u2019offrons aucune garantie relativement \u00e0 l\u2019exactitude ou \u00e0 l\u2019int\u00e9gralit\u00e9 des renseignements qu\u2019il contient. Nous ne pourrons en aucun cas \u00eatre tenus responsables des pertes pouvant d\u00e9couler de l\u2019utilisation de ces renseignements.<\/em><\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":19,"featured_media":23051,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[814],"tags":[],"class_list":["post-23049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automobile"],"acf":[],"yoast_head":"\nL\u2019influence de la technologie sur le processus d\u2019achat d\u2019une automobile<\/title>\n<meta name=\"description\" content=\"La technologie influence les processus d\u2019achat et de vente de voitures, mais dans quelle mesure exactement?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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