{"id":402888,"date":"2024-01-18T15:07:14","date_gmt":"2024-01-18T20:07:14","guid":{"rendered":"https:\/\/autosphere.ca\/?p=402888"},"modified":"2024-01-18T15:17:49","modified_gmt":"2024-01-18T20:17:49","slug":"reinventer-les-salons-de-lauto","status":"publish","type":"post","link":"https:\/\/autosphere.ca\/fr\/concessionnaires\/2024\/01\/18\/reinventer-les-salons-de-lauto\/","title":{"rendered":"R\u00e9inventer les Salons de l\u2019auto"},"content":{"rendered":"<p><strong>Alors que les consommateurs fr\u00e9quentent de moins en moins les concessionnaires automobiles, les Salons de l\u2019auto doivent se red\u00e9finir et contribuer \u00e0 mousser la passion envers l\u2019acquisition d\u2019une nouvelle voiture.<\/strong><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Durant la pand\u00e9mie, les constructeurs automobiles se sont, par la force des choses, d\u00e9sengag\u00e9s des Salons de l\u2019auto canadiens pour se tourner vers des outils de promotion num\u00e9riques. Les sites Internet des constructeurs sont devenus autant de vitrines pour leurs nouveaux mod\u00e8les et \u00e0 ce chapitre, ils n\u2019ont pas l\u00e9sin\u00e9 sur les moyens.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alors que la pand\u00e9mie semble histoire du pass\u00e9, les constructeurs sont demeur\u00e9s r\u00e9ticents \u00e0 revenir \u00e0 nos Salons. Et cette situation est d\u00e9plorable \u00e0 mes yeux.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les consommateurs qui magasinent un nouveau v\u00e9hicule ont consid\u00e9rablement r\u00e9duit le nombre de leurs visites chez les concessionnaires. De plus de six visites avant la prise de d\u00e9cision, le nombre de visites chez nos professionnels de la vente de v\u00e9hicule a chut\u00e9 \u00e0 \u00e0 peine deux.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Je veux bien croire que les gens vont recueillir beaucoup d\u2019information sur les sites des constructeurs et des concessionnaires pour cibler leurs choix, d\u2019autant que les concessionnaires sont \u00e0 m\u00eame de constater que le client potentiel qui franchit ses portes arrive souvent avec tout un bagage de connaissances. Mais cette rencontre ne peut \u00eatre que transactionnelle. L\u2019achat d\u2019un nouveau v\u00e9hicule, investissement important pour les m\u00e9nages, doit aussi \u00eatre port\u00e9 par l\u2019\u00e9motion.<\/span><\/p>\n<h2><b>Au revoir le web, bonjour l\u2019\u00e9motion<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">D\u2019o\u00f9 l\u2019importance pour mes confr\u00e8res directeurs de salons et moi de pr\u00e9senter \u00e0 nos communaut\u00e9s des Salons de l\u2019auto qui seront plus que de simples vitrines statiques de v\u00e9hicules. J\u2019en veux pour exemple le Salon de l\u2019auto de Qu\u00e9bec qui, ce printemps, rassemblera constructeurs et concessionnaires dans un cadre festif et familial o\u00f9 nombre d\u2019activit\u00e9s contribueront \u00e0 souffler sur les braises de l\u2019\u00e9motion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les Salons de l\u2019auto doivent retrouver leur r\u00f4le essentiel dans le support \u00e0 la prise de d\u00e9cision d\u2019achat. Les chiffres \u00e0 cet \u00e9gard sont \u00e9loquents. On pourrait croire que les repr\u00e9sentants de la g\u00e9n\u00e9ration des Mill\u00e9niaux, la tranche d\u2019\u00e2ge de 27 \u00e0 43 ans, n\u2019ont aucun int\u00e9r\u00eat \u00e0 venir fouler les tapis des salons consacr\u00e9s \u00e0 l\u2019automobile puisqu\u2019ils puisent sur Internet toute l\u2019information qu\u2019ils d\u00e9sirent. Et pourtant, plus du tiers des visiteurs de la derni\u00e8re \u00e9dition de notre salon \u00e9taient des repr\u00e9sentants de la g\u00e9n\u00e9ration Y !<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les constructeurs automobiles devront r\u00e9aliser que leur pr\u00e9sence \u00e0 nos salons a plus d\u2019impact sur le processus d\u2019achat que n\u2019importe quelle campagne sur la Toile.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">J\u2019en appelle aussi \u00e0 nos concessionnaires pour qu\u2019ils poursuivent leur travail de proximit\u00e9 avec les communaut\u00e9s qu\u2019ils desservent. Ils ont entre les mains des listes exhaustives de clients actuels et potentiels qu\u2019ils peuvent relancer dans le cadre d\u2019activit\u00e9s sp\u00e9ciales. Alors que les inventaires se garnissent et que le climat \u00e9conomique s\u2019assombrit, il est grand temps de dynamiser notre secteur en investissant dans notre force premi\u00e8re, celle de savoir partager notre passion pour l\u2019automobile. Et un salon de l\u2019auto est assur\u00e9ment le carrefour tout d\u00e9sign\u00e9 pour propager cette \u00e9motion.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alors que les consommateurs fr\u00e9quentent de moins en moins les concessionnaires automobiles, les Salons de l\u2019auto doivent se red\u00e9finir et contribuer \u00e0 mousser la passion envers l\u2019acquisition d\u2019une nouvelle voiture. Durant la pand\u00e9mie, les constructeurs automobiles se sont, par la force des choses, d\u00e9sengag\u00e9s des Salons de l\u2019auto canadiens pour se tourner vers des outils&#8230;<\/p>\n","protected":false},"author":428,"featured_media":376570,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[808,646],"tags":[2083,838,2660],"class_list":["post-402888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chroniques-experts-concessionnaires","category-concessionnaires","tag-corporation-mobilis-fr","tag-evenement-fr","tag-siam-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>R\u00e9inventer les Salons de l\u2019auto - Autosphere<\/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:\/\/autosphere.ca\/fr\/concessionnaires\/2024\/01\/18\/reinventer-les-salons-de-lauto\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9inventer les Salons de l\u2019auto\" \/>\n<meta property=\"og:description\" content=\"Alors que les consommateurs fr\u00e9quentent de moins en moins les concessionnaires automobiles, les Salons de l\u2019auto doivent se red\u00e9finir et contribuer \u00e0 mousser la passion envers l\u2019acquisition d\u2019une nouvelle voiture. Durant la pand\u00e9mie, les constructeurs automobiles se sont, par la force des choses, d\u00e9sengag\u00e9s des Salons de l\u2019auto canadiens pour se tourner vers des outils...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/autosphere.ca\/fr\/concessionnaires\/2024\/01\/18\/reinventer-les-salons-de-lauto\/\" \/>\n<meta property=\"og:site_name\" content=\"Autosphere\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/autosphere.ca\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-18T20:07:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-18T20:17:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/autosphere.ca\/wp-content\/uploads\/2022\/12\/Charles-Drouin.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"758\" \/>\n\t<meta property=\"og:image:height\" content=\"585\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Charles Drouin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@autosphere_ca\" \/>\n<meta name=\"twitter:site\" content=\"@autosphere_ca\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Charles Drouin\" \/>\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:\\\/\\\/autosphere.ca\\\/fr\\\/concessionnaires\\\/2024\\\/01\\\/18\\\/reinventer-les-salons-de-lauto\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/autosphere.ca\\\/fr\\\/concessionnaires\\\/2024\\\/01\\\/18\\\/reinventer-les-salons-de-lauto\\\/\"},\"author\":{\"name\":\"Charles Drouin\",\"@id\":\"https:\\\/\\\/autosphere.ca\\\/fr\\\/#\\\/schema\\\/person\\\/a722946c5042c4dd6195e5b27678571d\"},\"headline\":\"R\u00e9inventer les Salons de l\u2019auto\",\"datePublished\":\"2024-01-18T20:07:14+00:00\",\"dateModified\":\"2024-01-18T20:17:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/autosphere.ca\\\/fr\\\/concessionnaires\\\/2024\\\/01\\\/18\\\/reinventer-les-salons-de-lauto\\\/\"},\"wordCount\":568,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/autosphere.ca\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/autosphere.ca\\\/fr\\\/concessionnaires\\\/2024\\\/01\\\/18\\\/reinventer-les-salons-de-lauto\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/autosphere.ca\\\/wp-content\\\/uploads\\\/2022\\\/12\\\/Charles-Drouin.jpg\",\"keywords\":[\"Corporation Mobilis\",\"\u00c9v\u00e8nement\",\"SIAM\"],\"articleSection\":[\"Chronique concessionnaires\",\"Concessionnaires\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/autosphere.ca\\\/fr\\\/concessionnaires\\\/2024\\\/01\\\/18\\\/reinventer-les-salons-de-lauto\\\/#respond\"]}],\"copyrightYear\":\"2024\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/autosphere.ca\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/autosphere.ca\\\/fr\\\/concessionnaires\\\/2024\\\/01\\\/18\\\/reinventer-les-salons-de-lauto\\\/\",\"url\":\"https:\\\/\\\/autosphere.ca\\\/fr\\\/concessionnaires\\\/2024\\\/01\\\/18\\\/reinventer-les-salons-de-lauto\\\/\",\"name\":\"R\u00e9inventer les Salons de l\u2019auto - 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