Locally, Peugeot has been reinventing itself. Spearheaded by turnaround specialist Xavier Gobille, Peugeot Citroën SA's new CEO, its focus has been on brand value, product enhancement and customer satisfaction. The latter was achieved by closing 30% of Peugeot’s dealerships and appointing new ones in the drive to improve after-sales efficiency.
Peugeot aims to get “back in the race” through tough tactics and a product value offering. The brand’s market share at its relaunch in September 2019 was 0.6%. This is higher than 0.2% in 2018. According to Gobille, the company aims to have 2.5% of the market by 2021.
Emotion must always be at the core of the automobile experience for Peugeot. It plays with the senses, evident in both its small entry-level Peugeot 108 and its largest SUV, the 7-seater 5008.
Perky little city slicker
Peugeot’s 108 takes on the city vehicle market segment with its extroverted entry-level model French flair and Japanese engineering (via a Toyota alliance) merged to produce a compelling and cost-effective city slicker.
Peugeot’s entry-level city car is an urban run-around. The car has some quirky styling and the compact 108 model features a chunky bonnet, fog lights and LED daytime running lights, reduced front and rear overhangs as well as flip-opening back windows. The rear end showcases Peugeot’s signature three claw-mark taillights.
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