LE MARCHE AUTOMOBILE : INNOVATION ET FUTURES TENDANCES, CAS DE LA VOITURE CONNECTEE DE RENAULT

• Main Authors: SIDMOU HASNA, MAANINOU AMAL
• Format: Article
• Language: English
• Published: CHAKOR Abdellatif 2019-07-01
• Series: Revue Internationale du Marketing et Management Stratégique
• Subjects: connected car; automotive; renault; digitalization; automotive market
• Online Access: http://revue-rimms.org/wp-content/uploads/2019/07/ARTICLE-2-SDMOU-2.pdf

The automotive industry is one of the most influenced industries by technological progress. From production to marketing, manufacturers are instantly getting the originality and performance of their ranges from the technology, available until today. In this article, we will only discuss the technology used to improve the connectivity of the vehicle, which undoubtedly enhances its overall performance. To this end, we will first show how the sector was upset by digitalization, to offer in turn a trend product that follows the evolution of the market: A connected car. Then, we will put in the spotlight, the experience of the Renault brand with the technological equipment of its cars. To refine further and understand the "connectivity of vehicles" approach to the market, we chose the analysis of two recent studies by Deloitte. The results of these studies will serve as a benchmark and a reference for verifying, through a matrix, the degree to which Renault meets the market demand for the connected car.