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Peugeot MD’s plans

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Time 10:21 pm, February 17, 2011

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PEUGEOT UK boss Jon Goodman has revealed his plans for the marque for the next twelve months.

A focus on aftersales, a return to profitable times for his dealers, and making the brand desirable to customers are all primary goals for Goodman – even social media is on the radar.

While the French marque grew 0.25 per cent in UK market share and 2010 being the first profitable year for six consecutive years, Goodman wants more.


‘We had a good performance on new cars, but we have a long way to go,’ Goodman told Car Dealer.

‘The real challenge is aftersales. The profitability of our dealers is not good, with some in the top quartile making a two per cent return on sales, while the lower quartile is making losses.’

A roll-out of aftersales programmes will take place during 2011 ranging from the targeting of vehicles aged under four years old due for MoT tests, to improved and longer servicing hour targets for its dealer network.


Goodman also has plans for the brand too. While 2011 will see the new 508 saloon and SW, 3008 hybrid, and the all-electric iOn, Peugeot’s managing director wants to work on the perception the French lion has with UK buyers.

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Will 508 make owners proud?

‘We have a challenge in making sure that every new product that comes along adds something to the brand,’ said Goodman.

‘Where I ideally want to take the brand to is the point where customers are proud to own a Peugeot. Whatever Peuegot it is, I want them to be feel as though they can place their keys on the desk and feel proud to own such a car. We were at that situation once in the late nineties with products like the 206 – I want to get back to those days.’

One solution to drum up interest in Peugeot’s products is social media and engaging with customers online, believes Goodman. ‘At the moment we are running a UK-produced television commercial about the 207 Envy special edition. The advert shows a 207 being dropped into a swimming pool, and from February 21 onwards customers will be able participate in solving the clues online about whodunnit – how has this car mysteriously ended up in the pool?

‘It will be very exciting to see what happens – will customers solve the clues? Will they look at the car? It’s a different way of engaging with people.’

Don’t miss out on Issue 37 where we will have the low-down on the new Peugeot 508 – plus lots more – and what it means to dealers. Subscriptions cost £24.99 per year and include FREE legal advice.

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer. In October 2021 he became Car Dealer's associate editor.



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