Le repositionnement des constructeurs automobiles à l'heure des révolutions sociétale, écologique, digitale et technologique

Abstract

Mobility is one of the most debated topics of the 21st century. Not only because of traffic congestion or pollution, but also to have several means of transport co-existing efficiently. Every person, which has to move from point A to point B is confronted with the question about how to get or travel to its destination. As it appears, the personal car is the most frequent answer given to it. But nowadays increased urbanization and the scheme of an individualistic society have come up with another issue, namely an increased number of cars in city centres, making it hardly possible to move along. Other solutions must be found. And they are! New market players and replacement products, but also legislation and political influences in states or cities have brought up many different solutions to the increasing issue of mobility. What about the car industry? Do all these different solutions pose a threat to it, will the car soon be out of fashion, and lose its emotional rationales, sticking at functional aspects and becoming a mean of transport among many others? Will the car industry just become one of many suppliers of a greater mobility industry? Adaptation is needed by car manufacturers to accommodate with their changing environment, and therefore, greater understanding is needed. On the one hand, firms need to consider the elements of their changing environment. On the other hand, an understanding of consumer expectations towards brands’ positioning in the industry is also required. Adjustment is key to gain or keep a competitive advantage. Through a descriptive research and a quantitative study (N=303) seeking at positioning brands toward an actual and future situation, this research aims at describing the disruptive elements car manufacturers need to be aware of when promoting their cars to consumers. The results show a rather undifferentiated positioning, with premium brands getting better perceptions scores on the elements tested. It appears also that evaluating brands differ significantly depending on age, and on the relationship that respondents have, to the assessed brand. Finally, the results suggest a deeper focus on environmental and technological issues in the adjustment of future strategies in the car industry.