The boss of Peugeot Citroen Australia (PCA) has admitted the French corporate is going through difficult instances in the neighborhood because it seeks to relaunch the emblem following a metamorphosis of distributorship and control in 2017.
Speaking to CarAdvice on the release of the all-new Peugeot 5008 mid-sized SUV remaining week, PCA’s managing director Anouk Poelmann was once forthright in her review of the emblem’s position within the Australian car panorama, regardless of recording an 8 according to cent year-on-year expansion in 2017.
“I like to consistently talk about the French allure, the excellence,” she mentioned. “[But] we have to prove it in everything we are doing. And I think we had a good start with the 3008, but I think it was more from our perspective, it was probably more a product launch than a brand launch. I think what we are trying to do now is to have a product launch AND a brand launch.”
Poelman said the emblem wanted to raise its place within the native marketplace.
“We want to do better,” she mentioned. “We want to turn around the business. And there’s not one button you can press and suddenly everything is perfect. So it’s everything; it’s the marketing; it’s the relationship with the dealer; it’s the profitability of the dealer; it’s standing up for a good product.”
That remaining level, is likely one of the largest hurdles Poelmann believes the emblem has to triumph over in Australia – sourcing the appropriate product for our marketplace from head place of business in France.
“If the brand and if the engineers and the manufacturer believe in the market, then you get the product [you want],” she admitted candidly. “The last few years have not been very good for the brand. And if you are in a negative spiral, then you are not getting any more what you need.”
However, Poelmann stressed out that below new course in Australia, Peugeot HQ in France was once now extra receptive to native wishes.
“I think we are now in a situation… Now we are on the radar. And we can put the cards on the table,” mentioned Poelmann. “And once more, for them it’s additionally a steadiness between ‘do we do this for Australia? Or do we do this for Holland?’, for instance. They even have their positions to make however we will be able to put our calls for at the desk. And they're listening to us.
“It’s a nice challenge for us because we need to perform. If you get better and better and start growing, then you get more of what you need.”
Peugeot offered 3392 cars in Australia in 2017, a upward push of eight.four according to cent on 2016. A big a part of that expansion can also be attributed to the corporate’s vary of SUVs, the 2008 (584 gross sales, an uplift of 62.four according to cent on 2016) and the all-new 3008 mid-sized SUV, which discovered 962 new houses in 2017, its first yr on sale in Australia.
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‘We want to do better’