{"id":193561,"date":"2026-09-09T12:10:29","date_gmt":"2026-09-09T10:10:29","guid":{"rendered":"https:\/\/newmobility.news\/?p=193561"},"modified":"2026-09-09T09:56:44","modified_gmt":"2026-09-09T07:56:44","slug":"dieteren-cuts-jobs-but-doubles-down-on-belgiums-hypercar-appetite","status":"publish","type":"post","link":"https:\/\/newmobility.news\/fr\/2026\/09\/09\/dieteren-cuts-jobs-but-doubles-down-on-belgiums-hypercar-appetite\/","title":{"rendered":"D\u2019Ieteren supprime des emplois mais mise encore plus fort sur l\u2019engouement des Belges pour les hypercars"},"content":{"rendered":"

Quelques jours seulement apr\u00e8s avoir annonc\u00e9 une restructuration qui pourrait met en p\u00e9ril 344 emplois<\/a>, D\u2019Ieteren Automotive a inaugur\u00e9 un nouveau showroom et un atelier Bugatti \u00e0 Drogenbos, au sud de Bruxelles.<\/p>\n

\u00c0 premi\u00e8re vue, le moment choisi ne pourrait gu\u00e8re \u00eatre plus paradoxal. En r\u00e9alit\u00e9, cela en dit long sur les secteurs du secteur automobile dans lesquels le plus grand importateur automobile belge estime qu\u2019il est encore possible de r\u00e9aliser des b\u00e9n\u00e9fices.<\/p>\n

Le nouveau site Bugatti de Bruxelles regroupe les services commerciaux et apr\u00e8s-vente au sein du p\u00f4le de luxe de D\u2019Ieteren \u00e0 Drogenbos, o\u00f9 sont d\u00e9j\u00e0 implant\u00e9es Bentley, Lamborghini et Rimac, tandis que Porsche se trouve juste \u00e0 c\u00f4t\u00e9.<\/p>\n

Deux techniciens ont suivi une formation sp\u00e9cialis\u00e9e chez Bugatti \u00e0 Molsheim, et l'atelier assurera l'entretien non seulement des mod\u00e8les r\u00e9cents, mais aussi des Bugatti de collection.<\/p>\n

Six tourbillons pour la petite Belgique<\/h4>\n

Il y a suffisamment de travail pour justifier cette expertise. La Belgique compte actuellement 15 Bugatti modernes, datant de l'\u00e8re Veyron et des mod\u00e8les ult\u00e9rieurs. Six autres voitures sont d\u00e9j\u00e0 en route, notamment la nouvelle Tourbillon de 1 800 hp.<\/p>\n

Sur les 250 Tourbillons pr\u00e9vus \u00e0 l'\u00e9chelle mondiale, les clients belges se sont d\u00e9j\u00e0 assur\u00e9s 2,41 TP3T de la production totale. Au prix de 3,8 millions d'euros hors taxes, la voiture co\u00fbte environ 4,6 millions d'euros, TVA belge comprise, hors options.<\/p>\n

Cela peut sembler absurdement disproportionn\u00e9 pour un pays qui compte \u00e0 peine 12 millions d'habitants, mais Bugatti n'est pas un cas isol\u00e9. La Belgique affiche un engouement remarquable pour les voitures haut de gamme, alors m\u00eame que son march\u00e9 global des voitures neuves est en recul.<\/p>\n

33% : augmentation des ventes de Ferrari<\/h4>\n

Les chiffres de la FEBIAC font \u00e9tat de 202 immatriculations de Ferrari en 2025, soit une hausse de pr\u00e8s de 33% au cours d\u2019une ann\u00e9e o\u00f9 le march\u00e9 belge des voitures particuli\u00e8res a recul\u00e9 de 7,5% pour s\u2019\u00e9tablir \u00e0 414 770 unit\u00e9s. Bentley a enregistr\u00e9 105 immatriculations, Lamborghini 95, Aston Martin 82 et Rolls-Royce 28.<\/p>\n

Ferrari donne une bonne id\u00e9e du caract\u00e8re exceptionnel de la Belgique. Ses 202 immatriculations correspondent \u00e0 environ 17 Ferrari neuves par million d'habitants.<\/p>\n

L'Allemagne affichait un chiffre encore plus \u00e9lev\u00e9, avec environ 21 pour un million, soit 1 746 voitures, tandis que les Pays-Bas n'en ont enregistr\u00e9 que 116, soit environ six pour un million, et que les 403 voitures de la France correspondent \u00e9galement \u00e0 environ six pour un million. La Belgique se d\u00e9marque donc nettement par rapport \u00e0 sa population, m\u00eame compar\u00e9e \u00e0 des march\u00e9s automobiles europ\u00e9ens bien plus importants.<\/p>\n

Et cette tendance ne s'est pas d\u00e9mentie en 2026. Jusqu'au mois d'ao\u00fbt, la Belgique avait immatricul\u00e9 143 Ferrari, 74 Lamborghini et 65 Aston Martin suppl\u00e9mentaires.<\/p>\n

Du volume \u00e0 la valeur<\/h4>\n

Cela explique en partie pourquoi D\u2019Ieteren adopte une approche tr\u00e8s diff\u00e9rente pour le haut de gamme et le milieu de gamme. La semaine derni\u00e8re, l\u2019entreprise a d\u00e9clar\u00e9 que le mod\u00e8le traditionnel de vente de voitures neuves subissait des pressions structurelles et a lanc\u00e9 un plan de transformation pour la p\u00e9riode 2026-2030.<\/p>\n

Jusqu\u2019\u00e0 344 emplois pourraient dispara\u00eetre dans le cadre de cette proposition, les sites et les fonctions devant \u00eatre regroup\u00e9s, D\u2019Ieteren souhaitant mettre davantage l\u2019accent sur les v\u00e9hicules d\u2019occasion, le financement, l\u2019assurance, l\u2019entretien et les services de mobilit\u00e9.<\/p>\n

\"\"
D\u2019Ieteren a cr\u00e9\u00e9 Luxury Performance afin de regrouper ses marques les plus exclusives, alors que le march\u00e9 automobile grand public belge subissait une pression croissante \/ D\u2019Ieteren Luxury Performance<\/figcaption><\/figure>\n

L'objectif est de plus en plus de g\u00e9n\u00e9rer des revenus aupr\u00e8s des clients tout au long du cycle de vie d'un v\u00e9hicule, plut\u00f4t que principalement au moment de la vente. Une Bugatti illustre parfaitement cette logique.<\/p>\n

Une Veyron vendue il y a vingt ans peut encore revenir \u00e0 Drogenbos pour y subir un entretien hautement sp\u00e9cialis\u00e9 ; une Bugatti historique peut rester un atout pour son propri\u00e9taire pendant des g\u00e9n\u00e9rations. Les propri\u00e9taires sont \u00e9galement bien moins sensibles au prix et ont tendance \u00e0 constituer des collections plut\u00f4t que de se contenter de remplacer une voiture par une autre.<\/p>\n

D\u2019Ieteren avait d\u00e9j\u00e0 cr\u00e9\u00e9 \u201c Luxury Performance \u201d pour regrouper Porsche, Bentley, Lamborghini, Bugatti, Rimac et Maserati. Selon le groupe, le segment du luxe haut de gamme pourrait conna\u00eetre une croissance de 8 \u00e0 141 TP3T d'ici 2030, alors que pr\u00e8s d'une voiture de \u00ab vrai luxe \u00bb sur trois vendue en Belgique passe d\u00e9j\u00e0 par D\u2019Ieteren.<\/p>\n

L'ouverture \u00e0 Drogenbos ne doit donc pas \u00eatre interpr\u00e9t\u00e9e comme une simple d\u00e9pense somptuaire de D\u2019Ieteren dans un segment de niche, alors que l'entreprise supprime des emplois ailleurs. Bugatti quitte en effet ses locaux ind\u00e9pendants de la rue du Mail \u00e0 Bruxelles pour s'installer dans un p\u00f4le du luxe d\u00e9j\u00e0 existant, ce qui s'inscrit dans la volont\u00e9 du groupe de regrouper ses sites et de mutualiser ses services de soutien.<\/p>\n

Un contraste un peu g\u00eanant, n\u00e9anmoins<\/h4>\n

Mais le contraste social est frappant. Alors que des centaines d\u2019emplois dans le secteur grand public sont menac\u00e9s par l\u2019incertitude, la vente de voitures neuves classiques devenant de plus en plus difficile et moins rentable, D\u2019Ieteren renforce son activit\u00e9 destin\u00e9e aux clients pr\u00eats \u00e0 d\u00e9penser plusieurs millions d\u2019euros pour un seul v\u00e9hicule.<\/p>\n

Le message ne pourrait \u00eatre plus clair : D\u2019Ieteren ne pense pas que le secteur automobile soit en voie de disparition. L\u2019entreprise estime que la valeur ne r\u00e9side plus dans le volume \u00e0 proprement parler, mais plut\u00f4t dans les services, les relations clients \u00e0 long terme et, au plus haut niveau, la raret\u00e9.<\/p>","protected":false},"excerpt":{"rendered":"

Only days after announcing a restructuring that could put 344 jobs at risk, D\u2019Ieteren Automotive has opened a new Bugatti showroom and workshop in Drogenbos, south of Brussels. At first sight, the timing could hardly be more contradictory. In reality, it says a lot about where Belgium\u2019s biggest car importer thinks money will still be […]<\/p>\n","protected":false},"author":21,"featured_media":193573,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\r\n\r\n{excerpt}\r\n\r\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[77170,77169,4],"tags":[],"class_list":["post-193561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-belgium","category-market","category-top-stories-today"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?fit=2560%2C1706&ssl=1",2560,1706,false],"thumbnail":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?fit=300%2C200&ssl=1",300,200,true],"medium_large":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?fit=640%2C427&ssl=1",640,427,true],"large":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?fit=640%2C427&ssl=1",640,427,true],"1536x1536":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?fit=1536%2C1024&ssl=1",1536,1024,true],"2048x2048":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?fit=2048%2C1365&ssl=1",2048,1365,true],"trp-custom-language-flag":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?fit=18%2C12&ssl=1",18,12,true],"related-thumb":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=640%2C480&ssl=1",640,480,true],"gform-image-choice-sm":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=300%2C300&ssl=1",300,300,true],"gform-image-choice-md":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=400%2C400&ssl=1",400,400,true],"gform-image-choice-lg":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=600%2C600&ssl=1",600,600,true],"mailchimp":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?fit=560%2C373&ssl=1",560,373,true],"unipress-phone":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=640%2C100&ssl=1",640,100,true],"unipress-tablet":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=1536%2C240&ssl=1",1536,240,true],"unipress-tablet-portrait":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=1536%2C180&ssl=1",1536,180,true],"unipress-tablet-landscape":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=2048%2C180&ssl=1",2048,180,true],"unipress-smartphone":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=1080%2C168&ssl=1",1080,168,true],"unipress-wide-screen":["https:\/\/i0.wp.com\/newmobility.news\/wp-content\/uploads\/2026\/09\/01-2510-bugatti-tourbillon-bts-ep-11-scaled.jpg?resize=2560%2C180&ssl=1",2560,180,true]},"post_excerpt_stackable_v2":"

Only days after announcing a restructuring that could put 344 jobs at risk, D\u2019Ieteren Automotive has opened a new Bugatti showroom and workshop in Drogenbos, south of Brussels. At first sight, the timing could hardly be more contradictory. In reality, it says a lot about where Belgium\u2019s biggest car importer thinks money will still be made in the car business. The new Bugatti Brussels site brings sales and after-sales together at D\u2019Ieteren\u2019s luxury cluster in Drogenbos, where Bentley, Lamborghini and Rimac are already housed, and Porsche sits next door. Two technicians have received specialized training at Bugatti in Molsheim, and…<\/p>\n","category_list_v2":"Belgium<\/a>, Market<\/a>, Top Stories Today<\/a>","author_info_v2":{"name":"Joris Van Roy","url":"https:\/\/newmobility.news\/fr\/author\/jorisximcom-be\/"},"comments_num_v2":"0 comments","yoast_head":"\nD\u2019Ieteren cuts jobs but doubles down on Belgium\u2019s hypercar appetite - newmobility.news<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/newmobility.news\/fr\/2026\/09\/09\/dieteren-cuts-jobs-but-doubles-down-on-belgiums-hypercar-appetite\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u2019Ieteren cuts jobs but doubles down on Belgium\u2019s hypercar appetite - newmobility.news\" \/>\n<meta property=\"og:description\" content=\"Only days after announcing a restructuring that could put 344 jobs at risk, D\u2019Ieteren Automotive has opened a new Bugatti showroom and workshop in Drogenbos, south of Brussels. 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