Inchcape starts Peugeot assault
The change comes at a time when local Peugeot and Citroen sales have all but flat-lined, last month in Australia Peugeot sold just 106 cars, Citroen 23.
But speaking at the Australian launch of the new-generation Peugeot 3008 SUV, the first car launched locally since the take-over, Inchcape CEO, Nick Senior, admitted it’s going to be a mammoth task getting the French brands back on to people’s shopping lists.
“We have not under estimated the job ahead, it will be a huge challenge.
“But there is also a great deal of opportunity here with the Peugeot and Citroen brands.”
Falling under the new banner ‘Peugeot Citroen Australia’, one area where Inchcape is concentrating in its early days with the brands is their dealer network.
Mr Senior, who headed up Subaru Australia on behalf of Inchcape for a number of years, told us a full review of those operations are underway, including looking at getting Inchcape owned dealerships to stock the Peugeot and Citroen products.
The goal is to get each dealership in metro areas to be selling at least 75 Peugeot/Citroen vehicles per month, the target for regional dealers is 30 per month.
Some of the other strategies being adopted include:
- The discontinuation of Peugeot commercial vehicles, Citroen will be the LCV brand, along with marketing to younger car buyers.
- Price reductions (as reported).
- New products – including updated 308 and 508, and Citroen C3.
- Push to have each dealership offering both brands.
- A move away from having base-model cars, so a refocus on being premium (Peugeot particularly).
- High profile advertising campaign.
“It is not going to be easy and we haven’t underestimated the task,” Mr Senior said.
“But with hard work, investment, innovation and accountability, we are sure it will be a success.”
What do you think? Is there a future for these brands in Australia? What’s stopping you from giving them a go?
Feel free to leave a comment below.