At the same time, the local operation is set to increase its volume and presence in SA as part of Peugeot’s drive towards the globalisation of the brand.
“It’s a genuinely exciting time for Peugeot South Africa,” says PSA managing director, Francis Harnie. “The introduction of a five-year full-maintenance plan across our model range is a major development that confirms Peugeot’s commitment to the local market, while adding further, substantial value to the ownership experience of our products.
In addition, Harnie says, the market was treated to the launch of several new models in 2011 – a trend set to continue during 2012. “The upcoming 4008 all-terrainer and the all-new 208 compact hatchback will add significant further appeal to our model mix this year.”
The 4008 is Peugeot’s first fully-fledged compact SUV, and will extend the appeal of the brand into new territory. The new-generation 208 promises to set new standards in its class, while acknowledging the growing demand for smaller cars that don’t compromise on comfort, quality or safety.
Along with the more mainstream products, such as the recently launched 508 permium sedan, the updated 308, as well as the spacious 5008 MPV and the highly versatile 3008, Peugeot has never been in a better position in terms of its product portfolio.
Its line-up of cars delivers class-leading levels of quality, refinement and standard specification, linked to and cutting-edge technology, and reassuring safety.
The passenger car models are complemented by an outstanding range of light commercial vehicles, comprising the Partner, Expert and Boxer, which are renowned for their versatility, comfort and safety and efficiency.
If there was ever any doubt as to Peugeot’s fortunes in the current climate, the record results for 2010 – which was coincidentally the company’s 200th year in operation – entrenched its astonishing success.
Peugeot set an all-time sales record of 2 142 000 units globally for that year, which represents an incredible 16,3-percent year-on-year growth. This performance enabled it to maintain its position as the world’s leading French automobile marque for the second consecutive year.
“On a strategic level, Peugeot’s global intent is to develop markets outside mainstream Europe,” Harnie says. “Africa is central to this process, and with its strong presence locally, SA is set to play a pivotal role in this globalisation.”
With the direct involvement of the Peugeot head office in France, the company has already invested extensively in parts supply and warehousing, It commissioned a R100-million 8 000 m2 parts distribution and storage facility in 2008.
This facility not only tripled the size of Peugeot’s parts capacity, but allowed for dramatic improvements in the parts supply rate (with a first-time pick ratio of over 92-percent), while competitive parts pricing – as confirmed by the annual Kinsley report – has reinforced the attractive total cost of ownership proposition.
Additional resources and capacity were also installed for its Customer Call Centre, in order to promote the highest levels of customer support and owner satisfaction.
This is supported by a very successful and effective training centre, which is not only responsible for developing the skills of local dealership staff, but is a centre of excellence for training staff from 13 other African countries, as far north as Nigeria.
“The entire automotive industry has gone through a major shake-up in recent years, and Peugeot was also compelled to focus on quality and efficiency, rather than sales volumes,” Harnie says.
“However, the positive prevailing market conditions have allowed us to once again strengthen and diversify our product portfolio in order to be more competitive, and to appeal to a wider range of customers.”
In order to drive this process, the company is expanding its dealer network from 24 dealers currently, to a total of 31 by the end of 2012 – which is a far cry from only six original dealers a decade ago.
“The expanded Peugeot dealer network is essential to ensure a representative and accessible national footprint that is able fulfil the requirements of our most compelling and competitive model range to date,” Harnie points out.
“While increasing our new vehicle sales is obviously an important element of that strategy, we also want to ensure that our customers have convenient access to the service excellence, expertise and genuine parts offered by our Peugeot dealers.”
The company is also dramatically raising its public profile by partnering with the Team Pirtek Peugeot squad, which competes in the premier S2000 category of the SA Rally Championship.
The team boasts a wealth of experience and, with the benefit of the proven performance of the internationally sourced Peugeot 207 S2000, caused a stir in rally circles during its debut year in 2011.
Beyond the motorsport realm, Peugeot recently announced a comprehensive across-the-range partnership with SA Premier Soccer League club Orlando Pirates.
The sponsorship has resulted in the display and usage of Peugeot’s full array of vehicles for promotional purposes and all its transport requirements.