A few days ago, Grégoire Olivier, vice president of Peugeot Citroen Asia, said in an interview with German media that PSA hopes to help China correct its mistakes and promote its development in the Chinese market with its Chinese partner Dongfeng and its billions of high investment. Oliver also said that PSA expects to sell 700,000 units in China this year.
Promoting sales in 2014 with the release of new models Last year, Peugeot Citroen achieved good results in the Chinese market, delivering a total of 557,000 vehicles. Among them, the sales of the Citroen brand are ahead of Peugeot. This year, PSA plans to launch a series of new models: Peugeot has just introduced the 2008 model, and will launch a new generation of 408 soon; Citroé¾™n will launch a small crossover at the end of the year. As a result, the company expects to have sales of 700,000 units in the Chinese market in 2014.
The positioning of Citroen and Peugeot brands in the Chinese market is different for the positioning of Citroen and Peugeot brands in China. Olivier believes that our brand management in China is consistent with that in Europe. The design of the Citroé¾™n brand car is more family-oriented, mainly for comfort. Smart innovation and affordableness, while the Peugeot brand pays more attention to the emotional and customer driving experience. In 2015, PSA plans to accelerate the pace of development in China, and each of its brands will launch at least one model to fully promote the brand. As a result, the Peugeot Citroen Group has set its sales target at the 800,000 mark.
China's market development space PSA CEO Carlos Tavares proposed a “back to the competition†strategic plan, which will be able to grow at a 10% growth rate in the Chinese market in the next few years. This is mainly due to two facts: first, because the Chinese economy grows at an average rate of 7% per year; secondly, China has only 80 vehicles per 1,000 inhabitants, while the global data is 150, Europe and even every The 1,000 residents have a car ownership of 600 vehicles. In this context, PSA saw a huge room for development in the Chinese market.
Formulating strategies that are consistent with the realities of the Chinese market However, if you want to develop in the Chinese market, you cannot directly copy the experience of other markets. Olivier said that PSA's strategy in the Chinese market must first meet the needs and expectations of Chinese customers – from design to technology and power; Peugeot Citroen will also expand its dealer network in China, and by 2015, PSA's Chinese distributors are expected. The network can be expanded by about twice.
Currently, DPCA (Dongfeng Peugeot Citroen Co., Ltd.) has three plants in China, and PSA is also considering the feasibility of the fourth plant, or located in Wuhan or Chengdu.
The DS models produced in China are not exported to Europe. By 2018, PSA hopes to increase operating profit by 20%, while the long-term target is 5%. In this way, it may reduce the series of its models. This move will not affect the vehicle strategy of the Chinese market. PSA and its joint venture partners in China will launch new models such as the DS 5LS and DS 6WR, which are mainly designed to meet the needs of the Chinese market or will only be sold in the Chinese market. Olivier revealed that DS models produced in China may be exported to markets such as Malaysia, Indonesia, Thailand or Russia, but it is also necessary to examine in advance the level of interest in these models. At the same time, this means that different DS models will be launched in Europe and in China. In addition to the DS5, other DS models will not be sold in the European market.
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