TU-TESL

• 22

Peugeot has a history of more than 200 years and a history of more than 100 years. However, the development of Peugeot in the Chinese market is not smooth. Peugeot entered China as early as 1985 and established a joint venture company, only one year later than Volkswagen. For various reasons, Peugeot withdrew from the Chinese market in 1997. Five years later, in 2002, Peugeot made a comeback and established a Dongfeng Peugeot joint venture in China. In terms of sales volume, Dongfeng Peugeot had 249000 vehicles in 2017, 14000 vehicles in 2018, and 33000 vehicles in the first half of this year, a year-on-year decline of 63.7%. Peugeot's development in the Chinese market was once again in trouble. This year, the new generation 2008 and e-2008 (version) ushered in the world's first show. "This is the first time Peugeot has made a new product show outside Europe in its 120 year history, and it also indicates Peugeot's confidence in the development of its brand in the Chinese market," Chen Yan, head of brand marketing department of Dongfeng Peugeot, said in a communication with online car market Dongfeng Peugeot's products and practical actions have responded to the doubts from the outside world. 2008 is a small SUV introduced by Dongfeng Peugeot in 2014. At that time, with the precise positioning of the market segment, the brand influence at that time, and the avant-garde design, it achieved good sales results in 2015, becoming the top three sales volume of joint venture small SUVs. In the past few years, Dongfeng Peugeot has also launched new 4008, 5008, 508l and other models, which has played a certain role in stimulating sales, but has not achieved long-term growth. This time, Peugeot has placed its hopes in the small SUV market, but today's small SUVs are not the same as they were five years ago. The products of Ankara, chuangku and ix25 in the same period have been upgraded. In addition, there are new products such as T-cross Tujia, Reno Klein and Skoda koMik. If you don't have the strength to grab a larger share of the cake in today's market, it will be even more difficult. Chen Yan said: "the brand new 2008 brings complete subversion from its design point of view. The length and wheelbase of the new 2008 are greatly improved compared with the previous 2008. Second, Peugeot's new design language can be seen in the new 2008. The familiar lion claw LED tail lamp is put into the headlight, and the cockpit dashboard is upgraded to the naked eye 3D dashboard. There is a great progress in product size, design and internal technology. Third, the simultaneous release of 2008 and e-2008, thanks to the CMP multi energy sharing modular platform, makes e-2008 synchronous with the fuel version at the beginning of R & D, which is the first time in history. " The new 2008 caters to Chinese consumers to make changes, which is Peugeot's first step in putting Chinese consumers first. "Take 2008 as an example. This is a global product. Its body size has been greatly improved because of the influence of the Chinese market on the global market. Product research and development is a global product based on Chinese consumers' preference for space. We always think that China is global and the world is Chinese. In the future, Peugeot's products will be based on Chinese consumers and affect the planning and development of global products. " Chen Yan said. The new e-2008 is the first pure electric model of Dongfeng Peugeot, which also means that Dongfeng Peugeot has fully launched the new energy strategy. Next year, Dongfeng Peugeot will have 5 major vehicle lines (compact cars, medium-sized cars, small SUVs, compact SUVs and medium-sized SUVs), of which three will have new energy power models. In addition to e-2008, 4008 PHEV 4WD and 508l PHEV models will be launched next year. "Dongfeng Peugeot hopes to provide consumers with different choices of fuel vehicles and electric vehicles, not because of various local regulations, which will make consumers give up Peugeot's products, but also provide two different kinds of power and different choices, but they are the same design, the same driving experience and the same riding experience, which is the commitment of Dongfeng Peugeot brand to consumers." "By 2025, Dongfeng Peugeot will have 100% electrification of all its products," Chen said "Dongfeng Peugeot has always regarded consumers as an important asset of the brand. For e-2008, Dongfeng Peugeot has established a new worry free ecosystem for consumers. With intelligent app as the core, it provides new intelligent services, including query, charging appointment, remaining power / mileage query, remote air conditioning control, remote vehicle unlocking and other functions." In addition, at the Chengdu auto show in September this year, Dongfeng Peugeot upgraded the "blue care 2.0" service brand, adhering to the "professional, transparent and convenient" three major, officially launched 8 commitments as the core of the comprehensive service upgrade, including 7-day return and replacement, 24-hour rescue service, routine maintenance within 2 hours, no payment overdue, etc. In addition, since 2018, Dongfeng Peugeot has defined May 20 as 520 super brand day. During the super brand day, Dongfeng Peugeot has a lot of interactions with fans and provides some exclusive benefits for fans to continuously improve user stickiness. At the end of the interview, Chen Yan said: "Dongfeng Peugeot will spare no effort to improve the service quality and provide customers with better service experience." Product + service has become the main theme of Dongfeng Peugeot in the future. Whether this can help Dongfeng Peugeot out of the dilemma still needs time and market test.