{"id":681695,"date":"2022-03-25T09:39:00","date_gmt":"2022-03-25T09:39:00","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?post_type=research-and-insight&#038;p=681695"},"modified":"2025-03-04T04:28:08","modified_gmt":"2025-03-04T03:28:08","slug":"entretien-avec-henrik-wenders-vice-president-senior-daudi","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/conversations-for-tomorrow-4\/entretien-avec-henrik-wenders-vice-president-senior-daudi\/","title":{"rendered":"Entretien avec Henrik Wenders, vice-pr\u00e9sident senior d\u2019Audi"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable is-style-default header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Capgemini_Conversation-for-tomorrow_Issue4.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 52%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\"> Exp\u00e9rience client <\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Entretien avec Henrik Wenders, vice-pr\u00e9sident senior d\u2019Audi<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/2022-FR-Conversation-for-Tomorrow-4-Henrik-Wenders.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Entretien<\/span><span class=\"type\">610 Ko  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Rapport-Conversations-for-Tomorrow-4.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Rapport<\/span><span class=\"type\">12 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/07\/Final-Infographic-Conversations-Edition-4.pdf\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>Infographie<\/span><span class=\"type\">1 Mo  pdf<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/conversations-for-tomorrow-4\/entretien-avec-henrik-wenders-vice-president-senior-daudi\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/conversations-for-tomorrow-4\/entretien-avec-henrik-wenders-vice-president-senior-daudi\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">Le Capgemini Research Institute s\u2019est entretenu avec\u00a0Henrik Wenders, vice-pr\u00e9sident senior de la marque Audi, sur la transformation num\u00e9rique du secteur automobile et l\u2019avenir de la mobilit\u00e9 premium.<\/h2><p class=\"intro-para-content\">Renforcer la marque premium<\/p><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-l-image-de-marque-d-un-leader-de-qualite-superieure\">L\u2019IMAGE DE MARQUE D\u2019UN LEADER DE QUALIT\u00c9 SUP\u00c9RIEURE<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-comment-la-marque-audi-est-elle-percue-par-les-consommateurs\">Comment la marque Audi est-elle per\u00e7ue par les consommateurs ?<\/h4>\n\n\n\n<p>Nous sommes per\u00e7us comme une marque mondiale premium&nbsp; et progressiste. Aux \u00c9tats-Unis, en particulier, nous avons r\u00e9alis\u00e9 des investissements strat\u00e9giques pour stimuler la reconnaissance de notre marque, passant d\u2019une marque de niche accessible \u00e0 un petit groupe de consommateurs \u00e0 un nom de famille auquel tout le monde peut aspirer. <\/p>\n\n\n\n<p>Une approche plus adapt\u00e9e de la communication de notre position haut de gamme et de la technologie automobile, ainsi qu\u2019une s\u00e9lection minutieuse des partenaires et des opportunit\u00e9s m\u00e9diatiques dans les domaines du sport, du divertissement et de la vente au d\u00e9tail, nous ont permis d\u2019atteindre 83 % de notori\u00e9t\u00e9 de la marque aupr\u00e8s des consommateurs am\u00e9ricains en 2019.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-comment-la-vision-et-la-mission-d-audi-sont-elles-liees-a-la-strategie-de-marque\">Comment la vision et la mission d\u2019Audi sont-elles li\u00e9es \u00e0 la strat\u00e9gie de marque ?<\/h4>\n\n\n\n<p>Notre identit\u00e9 de marque est ax\u00e9e sur trois sujets principaux : la durabilit\u00e9, la num\u00e9risation et le design. Mais il est important de r\u00e9\u00e9valuer en permanence la strat\u00e9gie de la marque, surtout lorsqu\u2019on se pr\u00e9pare \u00e0 une p\u00e9riode de transformation. En 2020, nous avons d\u00e9cid\u00e9 de positionner Audi comme un leader de la mobilit\u00e9 premium. Fa\u00e7onner l\u2019avenir exige une certaine attitude : il faut \u00eatre courageux pour affronter l\u2019inconnu.<\/p>\n\n\n\n<p>Chez Audi, notre vision claire est de fa\u00e7onner l\u2019avenir de la mobilit\u00e9 haut de gamme. Nous avons \u00e9galement une mission claire, qui consiste \u00e0 cr\u00e9er des exp\u00e9riences significatives et agr\u00e9ables. C\u2019est \u00e0 dessein que nous n\u2019avons pas utilis\u00e9 le mot \u00ab&nbsp;voiture&nbsp;\u00bb dans notre vision ou notre mission, car l\u2019exp\u00e9rience Audi commence \u00e0 la maison. Les automobiles deviennent ce que nous aimons appeler des \u00ab&nbsp;appareils d\u2019exp\u00e9rience&nbsp;\u00bb. Notre \u00e9cosyst\u00e8me autour de la voiture peut offrir une grande vari\u00e9t\u00e9 d\u2019exp\u00e9riences, m\u00eame avant et apr\u00e8s le trajet.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-comment-les-investissements-de-la-marque-audi-ont-ils-evolue\">Comment les investissements de la marque Audi ont-ils \u00e9volu\u00e9 ?<\/h4>\n\n\n\n<p>Nous avons relanc\u00e9 notre site web au printemps 2021 pour l\u2019aligner sur notre strat\u00e9gie de marque rafra\u00eechie. Notre site Internet offre aux clients la possibilit\u00e9 de configurer leur propre voiture via une plateforme interactive. Pour refl\u00e9ter la nature haut de gamme de notre marque, nous s\u00e9lectionnons nos investissements avec soin. Nous sommes \u00e9galement tr\u00e8s proactifs en mati\u00e8re de sponsoring : nous sommes partenaires et sponsors de sports r\u00e9gionaux, nationaux et internationaux depuis des d\u00e9cennies. <\/p>\n\n\n\n<p>Par exemple, notre partenariat avec le FC Bayern refl\u00e8te nos id\u00e9es strat\u00e9giques : nous avons fourni des voitures \u00e9lectriques au club de football et install\u00e9 des bornes de recharge \u00e9lectrique dans les installations du club, ainsi qu\u2019\u00e0 l\u2019Allianz Arena de Munich. Notre programme d\u2019ambassadeurs de la marque \u2013 notre plus r\u00e9cent ambassadeur est l\u2019ancien skieur de classe mondiale Felix Neureuther \u2013 est un autre investissement cl\u00e9 qui renforce notre image haut de gamme gr\u00e2ce \u00e0 la coop\u00e9ration avec des personnes partageant les m\u00eames id\u00e9es. Audi Middle East est \u00e9galement devenu r\u00e9cemment le partenaire automobile officiel du Mus\u00e9e du Futur de Duba\u00ef, qui se concentre sur la durabilit\u00e9 et l\u2019innovation.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-quel-role-joue-le-developpement-durable-dans-la-strategie-de-marque-d-audi\">Quel r\u00f4le joue le d\u00e9veloppement durable dans la strat\u00e9gie de marque d\u2019Audi ?<\/h4>\n\n\n\n<p>Le d\u00e9veloppement durable fait partie int\u00e9grante des valeurs de notre marque. Nous avons fix\u00e9 des objectifs ambitieux dans le cadre de notre strat\u00e9gie d\u2019entreprise \u00ab&nbsp;Vorsprung 2030&nbsp;\u00bb et nous nous sommes engag\u00e9s dans la \u00ab&nbsp;Mission z\u00e9ro&nbsp;\u00bb, ce qui signifie que, d\u2019ici 2025, toutes nos usines Audi seront neutres en CO2. Nous nous sommes \u00e9galement engag\u00e9s \u00e0 transformer l\u2019ensemble de notre portefeuille de produits en v\u00e9hicules \u00e9lectriques d\u2019ici 2033. En fait, \u00e0 partir de 2026, tous nos nouveaux lancements mondiaux seront \u00e9lectriques. Nous percevons cela comme une obligation non seulement envers nos clients, mais aussi envers la plan\u00e8te.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-l-automobile-comme-experience\"><strong>L\u2019AUTOMOBILE COMME EXP\u00c9RIENCE<\/strong><\/h2>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-quel-role-joue-la-numerique-dans-l-evolution-de-la-marque-audi\">Quel r\u00f4le joue la num\u00e9rique dans l\u2019\u00e9volution de la marque Audi ?<\/h4>\n\n\n\n<p>La num\u00e9rique est fondamental pour Audi, \u00e0 bien des \u00e9gards. Notre Audi Design, par exemple, est en train de transformer un processus de d\u00e9veloppement qui est rest\u00e9 largement inchang\u00e9 depuis plus de 100 ans, avec le moteur \u00e0 combustion comme point central du design.<\/p>\n\n\n\n<p>Le design est souvent le facteur num\u00e9ro un dans le processus de d\u00e9cision de nos clients et l\u2019une des principales raisons d\u2019achat. Nous pensons que le design de pointe fait partie int\u00e9grante de la marque Audi et qu\u2019il continuera de l\u2019\u00eatre. Cependant, \u00e0 partir de maintenant, le processus de conception est centr\u00e9 sur le client. L\u2019\u00e9lectrification de la mobilit\u00e9 a chang\u00e9 la donne en mati\u00e8re de design automobile. Nous disposons d\u00e9sormais d\u2019un moteur \u00e9lectrique compact qui peut \u00eatre plac\u00e9 sur l\u2019essieu avant ou arri\u00e8re, ou sur les deux. Cela cr\u00e9e un espace gigantesque que nous appelons chez Audi \u00ab&nbsp;la sph\u00e8re&nbsp;\u00bb. Nous utilisons la sph\u00e8re comme une ar\u00e8ne pour cr\u00e9er des exp\u00e9riences significatives et fascinantes pour le consommateur.<\/p>\n\n\n\n<p>Dans cet espace, nous concevons un \u00e9cosyst\u00e8me holistique pour le client \u2013 l\u2019utilisateur : des concepts qui permettront d\u2019utiliser la voiture comme un bureau, une salle de cin\u00e9ma, un lieu de d\u00e9tente, ou comme un espace pour faire du shopping et jouer. Nous mettons l\u2019accent sur les exp\u00e9riences que la voiture offre pendant le trajet de A \u00e0 B.<\/p>\n\n\n\n<p>La num\u00e9risation nous a permis de cr\u00e9er un espace qui peut \u00eatre adapt\u00e9 \u00e0 chaque individu. Par exemple, notre concept \u00ab&nbsp;Audi grandsphere&nbsp;\u00bb identifie le conducteur gr\u00e2ce \u00e0 un parcours d\u2019identification ; ensuite, il l\u2019accueille avec des param\u00e8tres personnalis\u00e9s, comme des affichages mis en sc\u00e8ne individuellement ou une playlist musicale personnalis\u00e9e. Notre objectif est de cr\u00e9er un \u00e9cosyst\u00e8me num\u00e9rique au sein de l\u2019appareil intelligent \u2013 anciennement appel\u00e9 voiture \u2013 qui offre \u00e0 nos clients un environnement \u00e0 la fois nouveau et familier.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-le-marketing-dans-un-monde-post-pandemique\">LE MARKETING DANS UN MONDE POST-PAND\u00c9MIQUE<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-quel-est-pour-vous-le-principal-enseignement-de-la-pandemie-de-covid-19\">Quel est pour vous le principal enseignement de la pand\u00e9mie de COVID-19 ?<\/h4>\n\n\n\n<p>Comme pour la plupart des secteurs industriels, la pand\u00e9mie de COVID-19 a \u00e9t\u00e9 un acc\u00e9l\u00e9rateur en mati\u00e8re de num\u00e9risation. Travailler \u00e0 domicile \u00e9tait d\u00e9j\u00e0 possible chez Audi avant la pand\u00e9mie, mais plus pr\u00e9cis\u00e9ment, elle a acc\u00e9l\u00e9r\u00e9 la collaboration \u00e0 distance : il \u00e9tait soudain imp\u00e9ratif de cocr\u00e9er virtuellement, dans une mesure que nous n\u2019aurions jamais cru possible. Par exemple, l\u2019Audi e-tron GT quattro est notre premier mod\u00e8le pour lequel nous avons test\u00e9 les proc\u00e9dures d\u2019assemblage en utilisant la r\u00e9alit\u00e9 virtuelle, sans aucun prototype physique.<\/p>\n\n\n\n<p>Nous devons mettre en place un \u00e9cosyst\u00e8me num\u00e9rique qui nous permette d\u2019\u00eatre pr\u00e9dictifs. Les changements spectaculaires du comportement des clients, comme on l\u2019a vu pendant la pand\u00e9mie, nous obligent \u00e0 r\u00e9agir et \u00e0 r\u00e9pondre rapidement aux nouvelles demandes. La num\u00e9risation du syst\u00e8me de traitement des donn\u00e9es le permettra.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-qu-est-ce-que-vous-aimez-le-plus-dans-votre-travail-a-la-tete-de-la-marque-audi\">Qu\u2019est-ce que vous aimez le plus dans votre travail \u00e0 la t\u00eate de la marque Audi ?<\/h4>\n\n\n\n<p>J\u2019aime le secteur automobile, car il est strat\u00e9gique et complexe. Les investissements ponctuels sont gigantesques. Nous entrons dans l\u2019\u00e8re la plus passionnante de l\u2019histoire de l\u2019automobile : elle se transforme, mais c\u2019est plus une r\u00e9volution qu\u2019une \u00e9volution. Non seulement nous \u00e9voluons vers une mobilit\u00e9 \u00e9lectrifi\u00e9e, durable et automatis\u00e9e, mais nous passons \u00e9galement du statut de constructeur automobile \u00e0 celui d\u2019entreprise technologique produisant des dispositifs intelligents sur quatre roues. Je pense qu\u2019il s\u2019agit d\u2019une d\u00e9cennie d\u00e9cisive pour l\u2019automobile et je suis impatient de commencer le voyage.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Inscrivez-vous pour recevoir les nouveaux rapports du Capgemini Research Institute. <\/h2>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/capgemini-research-institute\/\">Inscrivez-vous<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Le Capgemini Research Institute s\u2019est entretenu avec\u00a0Henrik Wenders, vice-pr\u00e9sident senior de la marque Audi, sur la transformation num\u00e9rique du secteur automobile.<\/p>\n","protected":false},"author":251,"featured_media":681796,"template":"","meta":{"cg_dt_proposed_to":[21],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"{\"uuid\":\"09c53b29-d913-4ac4-a2ef-da3dbdd105b7\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"6f22e021-a5e3-4d36-8d6d-05212e89c34c\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":true,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":0,"primary_term":"","featured_focal_points":""},"tags":[193],"research-and-insight-type":[42],"theme":[],"brand":[368],"service":[45],"industry":[],"partners":[],"content-group":[],"class_list":["post-681695","research-and-insight","type-research-and-insight","status-publish","has-post-thumbnail","hentry","tag-customer-experience","research-and-insight-type-conversations-for-tomorrow","brand-capgemini-research-institute","service-customer-experience-customer-first"],"yoast_head":"<!-- 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