After leaving 0.7% of the Brazilian market share in 2020 and reaching 1.5% last year, Peugeot is striving to double its sales again, ending 2022 with a market share of 3% – until March, the automaker already had 2.6%. “We need to understand how the market will be in the second half of the year, as there are important external factors, such as international politics, elections and the World Cup”, says Felipe Daemon, head of Peugeot South America.
THE rising from 14th place in the national ranking in 2020 to 8th place in two years has the name: Stellantisconglomerate created after a merger of the Fiat Chrysler (FCA) and Peugeot Citroën (PSA) groups.was officially set for January 2021.
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For Felipe – who already has it in the group Jeep and Fiat before taking over the French brand, more than a year ago -, one of the first investigations showed that Peugeot was far from the Brazilian and the 208, its flagship, is unknown. “So we started with a more aggressive media program, increased the flow in stores and, therefore, the amount of test drives. At the same time, we started to reposition 208, improve and simplify its range of offers. This without losing the focus of profit”, says the executive.
If until now the 208 – which has just won the choice of the 1.0 Firefly engine, originally from Fiat – was important for the redevelopment of Peugeot in Brazil, attention now goes to the 2008: S.The Compact UV will get visual and content updates in the second half, along with an electronic version. “The 2008 e-version is strategic, as it will be the first electric car in the segment. And this is important for the brand, as it will be a ‘brand builder’. As for this year 2008, its role will be to keep us strong in an important segment like this”, explains the executive.
For electric car sales to continue, a public charging scheme is needed, as charging brands such as Audi, Porsche, BMW and Volvo already do. “Our plan goes beyond installing these devices. We will create an ecosystem that involves different aspects of charging solutions and strategic partners for mobility solutions”, continues the Peugeot boss.
In France, the e-2008 starts at €38,050, is equipped with a 136 hp engine and can travel up to 345 km on a full charge. Here, its price will be above the R$265,990 currently charged for the e-208 GT, with which it shares a powertrain.
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