The weekly Auto Plus revealed during this 2024 Paris Motor Show the exclusive results of its “Crossroads” barometer. This presents an automotive sector in full transformation: here are the main insights.
The “CROSSROADS” barometer carried out by Auto Plus* – in two waves of studies in 2021 and 2024 – reveals an automobile market which is in the process of transforming, in response to multiple challenges that manufacturers must face: sustainable transformation, economic constraints or even new habits and daily uses. “More brands, more models, more engines… 80% of those questioned believe that the automobile market has become too complex (+7 pts vs 2021), while faced with the arrival of new manufacturers, volatility is increasing among buyers: 62% of intenders are considering changing brands for a future purchase (+8 pts in 3 years)?” reveals Franck Graisset, Sales Director of the Auto division at Reworld Media. However, most French people (84%) maintain a positive image of the car, even among the youngest.
Buying a “greener” car: a quest for compromise!
Faced with widespread awareness of environmental issues, the French, as in many other places in the world, are gradually adopting new behaviors: around a third of motorists are deploying strategies to use their vehicle less on a daily basis (34% – relatively stable over 3 years) and half declare that they would like to be able to do without it, even if it remains an imperative (+14 pts in 3 years). As for future buyers, 54% say they are ready to pay more for an environmentally friendly vehicle. The percentage of intenders who wish to favor the purchase of an electric vehicle has increased by +15 points in 3 years, to reach 28%. Finally, a significant milestone has been reached with hybrid engines which are now dethroning thermal vehicles (39% of intentionists vs. 33%).
What are the trusted sources of information when choosing a new vehicle?
When the time has come to consider purchasing a new vehicle, future buyers begin a process of researching information to ensure they make the right choice. For this, 85% of people questioned as part of this barometer declared that they trusted their loved ones more (85%), followed by information obtained from dealers (74%) and, in third place, information appearing in the media. auto specialists (72%). “It is therefore interesting to note that specialized media come far ahead of general media and social networks. This confirms the essential role of media brands specializing in automobiles which, in a complex purchasing process, decipher and provide concrete answers to different audiences,” continues Franck Graisset.
Finally, two insights also emerge from the study: a still very strong attraction for French and European brands on the one hand, since 88% of respondents declare that this is a reassuring element; and on the other, the interest in innovation, which always appeals at the time of purchase.
*Methodology: Auto Plus Barometer carried out in 2021 and 2024 on a representative sample of car owners aged over 25.
Source: www.e-marketing.fr
