{"id":3327,"date":"2026-01-26T18:07:52","date_gmt":"2026-01-26T17:07:52","guid":{"rendered":"https:\/\/descartes.tn\/?p=3327"},"modified":"2026-01-26T18:07:53","modified_gmt":"2026-01-26T17:07:53","slug":"resultats-de-lobservatoire-de-lautomobile-2026-le-tunisien-et-lautomobile-perception-et-ambitions","status":"publish","type":"post","link":"https:\/\/descartes.tn\/index.php\/2026\/01\/26\/resultats-de-lobservatoire-de-lautomobile-2026-le-tunisien-et-lautomobile-perception-et-ambitions\/","title":{"rendered":"R\u00e9sultats de \u00ab\u00a0L\u2019Observatoire de l\u2019Automobile 2026\u00a0\u00bb : Le Tunisien et l\u2019automobile, perception et ambitions"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Un<\/strong><strong> panorama complet et d\u00e9taill\u00e9 du march\u00e9 automobile tunisien dans toute sa diversit\u00e9.<\/strong><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le cadre de l\u2019\u00e9v\u00e9nement \u00ab&nbsp;<strong>Les Victoires de l\u2019Automobile&nbsp;\u00bb<\/strong>, r\u00e9f\u00e9rence annuelle du secteur, les r\u00e9sultats d\u2019une vaste enqu\u00eate nationale intitul\u00e9e <strong>\u00ab L\u2019Observatoire de l\u2019Automobile 2026 \u00bb<\/strong>viennent d\u2019\u00eatre d\u00e9voil\u00e9s. Cette enqu\u00eate<a><\/a>a \u00e9t\u00e9 men\u00e9e afin de d\u00e9crypter les \u00e9volutions, tendances et perspectives du march\u00e9 automobile tunisien.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"488\" src=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/image-60.png\" alt=\"\" class=\"wp-image-3332\" srcset=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/image-60.png 840w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/image-60-300x174.png 300w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/image-60-768x446.png 768w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">R\u00e9alis\u00e9e par le cabinet sp\u00e9cialis\u00e9 <strong>Emrhod Consulting<\/strong>, cette \u00e9tude constitue un outil d\u2019analyse strat\u00e9gique destin\u00e9 aux professionnels du secteur, aux d\u00e9cideurs publics et aux acteurs \u00e9conomiques de la fili\u00e8re automobile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab&nbsp;<em>Nous avons command\u00e9 cette enqu\u00eate qui permet d\u2019explorer en profondeur le march\u00e9 de l\u2019automobile, d\u2019en interpr\u00e9ter les \u00e9volutions et d\u2019en extraire des enseignements pertinents pour mieux appr\u00e9hender les attentes des consommateurs<\/em>\u00bb, ont d\u00e9clar\u00e9 H\u00e9di Hamdi et Sadri Skander, les organisateurs de l\u2019\u00e9v\u00e9nement \u00ab&nbsp;Les Victoires de l\u2019Automobile&nbsp;\u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Une enqu\u00eate d\u2019envergure nationale<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reposant sur une m\u00e9thodologie quantitative rigoureuse, l\u2019enqu\u00eate a \u00e9t\u00e9 conduite aupr\u00e8s d\u2019un <strong>\u00e9chantillon repr\u00e9sentatif de 3 000 personnes<\/strong>, couvrant l\u2019ensemble des <strong>24 gouvernorats<\/strong>, en zones urbaines et rurales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00ab Cette ann\u00e9e, la m\u00e9thodologie a \u00e9volu\u00e9 pour s&#8217;appuyer sur un \u00e9chantillon tr\u00e8s large de 3 000 r\u00e9pondants, utilisant la m\u00e9thode du tirage al\u00e9atoire. Cette approche garantit une repr\u00e9sentativit\u00e9 de l&#8217;ensemble de la population tunisienne avec une marge d&#8217;erreur estim\u00e9e \u00e0 environ 2 %&nbsp;\u00bb<\/em>, pr\u00e9cise N\u00e9bil Belaam, pr\u00e9sident d\u2019Emrhod Consulting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le terrain s\u2019est d\u00e9roul\u00e9 durant la premi\u00e8re quinzaine de janvier 2026, \u00e0 travers des entretiens administr\u00e9s selon la m\u00e9thode <strong>CATI<\/strong> et des dispositifs de prospection structur\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019Observatoire dresse un \u00e9tat des lieux approfondi des comportements et intentions d\u2019achat des automobilistes tunisiens, en abordant notamment :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>l\u2019intention d\u2019acquisition de v\u00e9hicules neufs et d\u2019occasion,<\/li>\n\n\n\n<li>les crit\u00e8res d\u00e9terminants du choix automobile,<\/li>\n\n\n\n<li>les pr\u00e9f\u00e9rences en mati\u00e8re de motorisation (thermique, hybride, \u00e9lectrique),<\/li>\n\n\n\n<li>les freins et leviers li\u00e9s \u00e0 l\u2019adoption des v\u00e9hicules \u00e9lectriques,<\/li>\n\n\n\n<li>la perception de la fiscalit\u00e9 et des mesures d\u2019incitation,<\/li>\n\n\n\n<li>la fid\u00e9lit\u00e9 aux marques et l\u2019importance du pays d\u2019origine.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Des enseignements cl\u00e9s pour le march\u00e9<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les r\u00e9sultats r\u00e9v\u00e8lent un march\u00e9 encore largement domin\u00e9 par les v\u00e9hicules thermiques, tout en mettant en \u00e9vidence une <strong>prise de conscience croissante autour des enjeux li\u00e9s \u00e0 l\u2019\u00e9lectromobilit\u00e9<\/strong>, conditionn\u00e9e par le d\u00e9veloppement des infrastructures, le co\u00fbt d\u2019acquisition et les incitations publiques. L\u2019\u00e9tude met \u00e9galement en lumi\u00e8re le poids du prix d\u2019achat, du co\u00fbt d\u2019entretien et de la fiabilit\u00e9 dans la d\u00e9cision des consommateurs. Comme le souligne N\u00e9bil Belaam : <em>\u00ab L&#8217;enqu\u00eate met en lumi\u00e8re que le crit\u00e8re financier demeure le facteur d\u00e9terminant et prioritaire dans le processus d&#8217;achat des Tunisiens lorsqu&#8217;ils choisissent leur v\u00e9hicule. \u00bb<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>1. Intention d\u2019acquisition : un march\u00e9 attentiste mais actif<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019enqu\u00eate r\u00e9v\u00e8le que <strong>55 %<\/strong> des r\u00e9pondants affichent une <strong>faible intention d\u2019achat<\/strong> de v\u00e9hicule dans les 12 prochains mois, contre <strong>32 %<\/strong> une intention mod\u00e9r\u00e9e et <strong>13 %<\/strong> une intention forte.<br>Cette prudence traduit un contexte \u00e9conomique contraint, mais l\u2019existence d\u2019un <strong>socle de 45 % de consommateurs potentiellement acheteurs<\/strong> confirme la persistance d\u2019une demande latente.<br>Par ailleurs, l\u2019arbitrage entre <strong>v\u00e9hicules neufs (52 %) et d\u2019occasion (48 %)<\/strong> souligne un march\u00e9 relativement \u00e9quilibr\u00e9, fortement influenc\u00e9 par le pouvoir d\u2019achat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Crit\u00e8res de choix : le prix et le co\u00fbt d\u2019usage en t\u00eate<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le <strong>prix d\u2019achat<\/strong> demeure le crit\u00e8re dominant (<strong>44,7 %<\/strong>), suivi par la <strong>consommation de carburant (29,5 %)<\/strong> et le <strong>design (19,9 %)<\/strong>.<br>Le <strong>co\u00fbt d\u2019entretien<\/strong> constitue \u00e9galement un facteur structurant, pris en compte par <strong>82 %<\/strong> des r\u00e9pondants, un taux qui atteint pr\u00e8s de <strong>88 %<\/strong> chez certaines cat\u00e9gories budg\u00e9taires.<br>Ces r\u00e9sultats confirment que la d\u00e9cision d\u2019achat repose avant tout sur une logique de <strong>co\u00fbt global de possession<\/strong>, plus que sur l\u2019innovation technologique seule.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>3. Motorisation : la domination du thermique reste nette<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les pr\u00e9f\u00e9rences en mati\u00e8re de motorisation restent largement en faveur du <strong>v\u00e9hicule thermique<\/strong>, envisag\u00e9 par <strong>86,6 %<\/strong> des personnes interrog\u00e9es.<br>Les v\u00e9hicules <strong>\u00e9lectriques (2,6 %)<\/strong> et <strong>hybrides<\/strong> (environ <strong>7 %<\/strong> cumul\u00e9s) demeurent marginaux, confirmant que la transition \u00e9nerg\u00e9tique du parc automobile tunisien reste \u00e0 un stade pr\u00e9coce, malgr\u00e9 une sensibilit\u00e9 croissante aux enjeux environnementaux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>4. V\u00e9hicules \u00e9lectriques : un int\u00e9r\u00eat frein\u00e9 par des obstacles structurels<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parmi les principaux freins \u00e0 l\u2019adoption du v\u00e9hicule \u00e9lectrique figurent :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>le <strong>co\u00fbt d\u2019achat jug\u00e9 trop \u00e9lev\u00e9 (26,2 %)<\/strong>,<\/li>\n\n\n\n<li>le <strong>manque de confiance dans la technologie (23,5 %)<\/strong>,<\/li>\n\n\n\n<li>l\u2019<strong>autonomie des batteries (20 %)<\/strong>,<\/li>\n\n\n\n<li>et le <strong>d\u00e9ficit d\u2019infrastructures de recharge (19,6 %)<\/strong>.<br>Toutefois, <strong>83 %<\/strong> des r\u00e9pondants estiment que le march\u00e9 des v\u00e9hicules \u00e9lectriques devrait \u00eatre davantage d\u00e9velopp\u00e9, r\u00e9v\u00e9lant un <strong>d\u00e9calage entre l\u2019int\u00e9r\u00eat th\u00e9orique et la capacit\u00e9 r\u00e9elle d\u2019adoption<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00ab&nbsp;<\/em><em>Bien que des obstacles majeurs freinent l\u2019achat d\u2019un v\u00e9hicule \u00e9lectrique avec principalement un co\u00fbt d\u2019acquisition jug\u00e9 trop \u00e9lev\u00e9, un manque de confiance dans la technologie et une autonomie encore insuffisante, les perspectives d&#8217;avenir sont surprenantes : 39 % des interrog\u00e9s sont convaincus que la voiture \u00e9lectrique remplacera compl\u00e8tement le v\u00e9hicule thermique d&#8217;ici les 5 prochaines ann\u00e9es, tandis que 25 % pr\u00e9voient plut\u00f4t un \u00e9quilibre durable entre le thermique et l\u2019\u00e9lectrique. \u00bb<\/em>, ditN\u00e9bil Belaam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>5. Fiscalit\u00e9 et incitations : un levier encore insuffisamment visible<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seuls <strong>46 %<\/strong> des automobilistes d\u00e9clarent avoir connaissance de la <strong>baisse de la fiscalit\u00e9 sur les v\u00e9hicules hybrides rechargeables<\/strong>, mais parmi eux, <strong>65 %<\/strong> consid\u00e8rent cette mesure comme incitative.<br>Ce constat met en \u00e9vidence un <strong>d\u00e9ficit de communication et de lisibilit\u00e9<\/strong> des dispositifs publics, alors m\u00eame que les incitations fiscales constituent un levier d\u00e9cisif pour acc\u00e9l\u00e9rer la transition.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00ab Concernant la baisse de la fiscalit\u00e9 sur les voitures hybrides rechargeables introduite par la Loi de finances, le constat est sans appel : seuls 46 % des Tunisiens sont inform\u00e9s de cette mesure, contre 54 % qui l&#8217;ignorent totalement. Ces chiffres soulignent la n\u00e9cessit\u00e9 d&#8217;une plus grande vulgarisation de cette disposition l\u00e9gale pour encourager la transition \u00e9nerg\u00e9tique. \u00bb,commente le pr\u00e9sident d\u2019Emrhod Consulting.<\/em><em><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>6. Marques et pays d\u2019origine : des rep\u00e8res toujours structurants<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La <strong>fid\u00e9lit\u00e9 \u00e0 la marque<\/strong> reste \u00e9lev\u00e9e, avec <strong>59 %<\/strong> de r\u00e9pondants se d\u00e9clarant fid\u00e8les, principalement pour des raisons de <strong>fiabilit\u00e9 (59 %)<\/strong> et de <strong>service apr\u00e8s-vente (37 %)<\/strong>.<br>Par ailleurs, <strong>pr\u00e8s de deux tiers des consommateurs<\/strong> estiment que le <strong>pays d\u2019origine de la marque<\/strong> joue un r\u00f4le important dans leur d\u00e9cision d\u2019achat, confirmant le poids de la r\u00e9putation et de la confiance dans un march\u00e9 per\u00e7u comme engageant financi\u00e8rement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Un travail d\u2019expertise pilot\u00e9 par Emrhod Consulting<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019ensemble de ce travail d\u2019analyse et de traitement des donn\u00e9es a \u00e9t\u00e9 <strong>r\u00e9alis\u00e9 par les \u00e9quipes d\u2019Emrhod Consulting<\/strong>, cabinet reconnu pour son expertise en \u00e9tudes de march\u00e9 et en analyse socio-\u00e9conomique. Leur approche m\u00e9thodologique et leur lecture fine des r\u00e9sultats conf\u00e8rent \u00e0 \u00ab&nbsp;L\u2019Observatoire de l\u2019Automobile 2026&nbsp;\u00bb une forte valeur ajout\u00e9e analytique et prospective.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Un outil de r\u00e9f\u00e9rence pour les acteurs du secteur<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 travers cette enqu\u00eate exclusive, \u00ab&nbsp;Les Victoires de l\u2019Automobile&nbsp;\u00bb r\u00e9affirment leur ambition de contribuer activement \u00e0 la structuration du d\u00e9bat, \u00e0 l\u2019anticipation des mutations du march\u00e9 et \u00e0 la valorisation des performances et innovations du secteur automobile en Tunisie.<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" data-id=\"3328\" src=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-3-1024x682.jpeg\" alt=\"\" class=\"wp-image-3328\" srcset=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-3-1024x682.jpeg 1024w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-3-300x200.jpeg 300w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-3-768x511.jpeg 768w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-3.jpeg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"682\" height=\"1024\" data-id=\"3330\" src=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/trophees-victoire-automobile-682x1024.jpeg\" alt=\"\" class=\"wp-image-3330\" srcset=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/trophees-victoire-automobile-682x1024.jpeg 682w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/trophees-victoire-automobile-200x300.jpeg 200w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/trophees-victoire-automobile-768x1153.jpeg 768w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/trophees-victoire-automobile-1023x1536.jpeg 1023w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/trophees-victoire-automobile.jpeg 1066w\" sizes=\"auto, (max-width: 682px) 100vw, 682px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"777\" data-id=\"3329\" src=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-2-1024x777.jpeg\" alt=\"\" class=\"wp-image-3329\" srcset=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-2-1024x777.jpeg 1024w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-2-300x228.jpeg 300w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-2-768x582.jpeg 768w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-2.jpeg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" data-id=\"3331\" src=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-hedi-hamdi-1024x682.jpeg\" alt=\"\" class=\"wp-image-3331\" srcset=\"https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-hedi-hamdi-1024x682.jpeg 1024w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-hedi-hamdi-300x200.jpeg 300w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-hedi-hamdi-768x511.jpeg 768w, https:\/\/descartes.tn\/wp-content\/uploads\/2026\/01\/nebil-belaam-hedi-hamdi.jpeg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Un panorama complet et d\u00e9taill\u00e9 du march\u00e9 automobile tunisien dans toute sa diversit\u00e9. Dans le cadre de l\u2019\u00e9v\u00e9nement \u00ab&nbsp;Les Victoires de l\u2019Automobile&nbsp;\u00bb, r\u00e9f\u00e9rence annuelle du secteur, les r\u00e9sultats d\u2019une vaste enqu\u00eate nationale intitul\u00e9e \u00ab L\u2019Observatoire de l\u2019Automobile 2026 \u00bbviennent d\u2019\u00eatre d\u00e9voil\u00e9s. Cette enqu\u00eatea \u00e9t\u00e9 men\u00e9e afin de d\u00e9crypter les \u00e9volutions, tendances et perspectives du march\u00e9 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3332,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,1,8,4],"tags":[6617,6625,4340,6623,6627,488,6615,6619,6620,4469],"class_list":["post-3327","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-plein-tubes","category-actualites","category-entreprises","category-evenements","tag-automobile-tunisienne","tag-emrhod-consulting","tag-fiscalite-automobile","tag-intentions-dachat","tag-les-victoires-de-lautomobile","tag-marche-automobile-tunisie","tag-observatoire-de-lautomobile-2026","tag-vehicules-thermiques","tag-voitures-electriques-tunisie","tag-voitures-en-tunisie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - 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