TU-TESL

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On November 21st, the first day, Dongfeng Peugeot finally met the expectations of the public to bring a new generation of Peugeot 2008. The new car is positioned as a small SUV, built on the latest CMP platform of PSA group, and provides fuel version and pure electric version of e-2008 models for consumers to choose from. It is noteworthy that this is Peugeot's first global launch of a new car outside Europe in its history. Behind the long lost heavy-duty new car, Peugeot is facing a severe challenge in China. In terms of sales volume, the annual sales volume of Dongfeng Peugeot in 2017 was 249000, which fell to 140000 directly in 2018. In the first half of this year, the cumulative sales volume of Dongfeng Peugeot was 33000, down 63.7% year on year. This 210 year old French "Lion" seems to have stood at the "crossroads" of China's business development, which makes the industry worried about whether to advance or not. Jean Philippe impaato, Global CEO of Peugeot brand, made an exclusive interview with Jean Philippe impaato at the Peugeot booth of Guangzhou auto show. Two and a half years after taking the helm of Peugeot brand's global development, anbaatar still clearly conveyed to reporters the irreplaceable position of the Chinese market in Peugeot's global strategy. More importantly, he believed Peugeot had found the key to "unlock" the Chinese market. "China's car market is still declining, many manufacturers are increasing inventory, and price competition is also very fierce. In such a situation, we need to make sure that we are calm." According to anbaatar, to boost the Chinese market, Peugeot must make two preparations, one is a good product, the other is a specialized dealer network, which is like a "spear" and a "shield", launching Peugeot's attack philosophy between "attack and defense". There is no doubt that the new Dongfeng Peugeot 2008 is the new beginning of the product. It will let Chinese users see the change and breakthrough of Peugeot brand. First of all, in the global scope, Dongfeng Peugeot 2008 is a "Star car" in the a + class. In the view of anbaatar, the widely recognized product force is also the foundation for the new Peugeot 2008 to compete in the Chinese market in the future. According to the introduction, the new car is 4312mm in length, with coordinated proportion and spacious riding space. It is a typical urban SUV, and the new car embodies Peugeot values in all aspects, such as excellent appearance design and comfortable driving and riding configuration with a sense of technology. In particular, the new Peugeot 2008 is equipped with 3D i-cockpit only cockpit design. It is the only vehicle in the world that uses the naked eye 3D information display. It can project the information in three dimensions, adjust the distance from the driver's eyes according to the importance or urgency of the information, and maximize the safety. At the same time, in view of the fact that China is the first place to launch new cars, the brand new Peugeot 2008 also fully considered the localization demand at the beginning of R & D. According to anbaatar, the new car's modeling, interior and space design are all the results of close cooperation between Shanghai R & D center and the design team of Paris headquarters, "especially the front design and interior color, fully considering the needs of Chinese consumers." In addition to the fuel version, the pure electric e-2008 model also appeared at the Guangzhou auto show. The new car is equipped with a motor with a maximum power of 120kw, and the peak torque reaches 260n · M. According to the official news, the endurance of NEDC is 430km. It has to be mentioned that PSA group's newly developed CMP platform, also known as multi energy co construction platform, Peugeot hopes to give users "the right to choose independently". In other words, first of all, you can safely choose a Peugeot model you like, and then the model of this car will have multiple power versions. Users can carry out power based on their actual needs choice. "The design of the electric version is the same as that of the fuel version. There is no difference between the two versions because of the layout of the electric version, which makes the space narrow. Our customers are very concerned about this. We can't be forced to compromise on space because of the green travel mode of the electric version. " Ambato said that as an important part of Dongfeng Peugeot in model layout, Peugeot e-2008 is just the beginning. In the future, Peugeot will develop pure electric products together with DPCA, and complete 100% brand electrification through large-scale technology investment. In this Guangzhou auto show, in addition to Dongfeng Peugeot's first pure electric vehicle, the new e2008, the 508l PHEV and 4008 PHEV 4WD models, which were the world's first show in April and September respectively, were also on display together, showing Peugeot's rich new energy product line in an all-round way. In addition to having good products, a healthy and professional dealer network is also the key for Peugeot to take root in the Chinese market. It is reported that on September 4, DPCA officially announced the rejuvenation plan under the name of "Yuan", which not only opened the double brand cooperative stores of Dongfeng Citroen and Dongfeng Peugeot, but also in the future, such double brand cooperative stores will be in parallel with DPCA but brand authorized stores. Obviously, in terms of reforming channel operation, DPCA has taken the first step of trying to revive. Based on this, in order to meet the arrival of the new electric vehicle model, anbaatar said that Peugeot will provide comprehensive training to the dealer network and build about 250 more professional dealers, including two brand collaborative stores, to meet the user's demand in the sales and maintenance of pure electric vehicles as well as after-sales maintenance. In fact, the ultimate goal of the plan to improve the professionalism and ability of the whole dealer is to further improve the customer experience. It is worth mentioning that since September this year, Dongfeng Peugeot has also upgraded "blue care" 2.0 "service brand, adhering to the three major" professional, transparent and convenient ", officially launched the comprehensive service upgrading with 8 commitments as the core, specifically including the following eight measures: it can be seen that Dongfeng Peugeot is trying to improve its brand reputation through a series of service upgrades, coupled with the new professional dealer team, the brand is in a critical moment of readiness, and intends to take advantage of electrification "East wind" rocked up. "China is a leader in electric vehicles, because of the huge capacity of electric vehicles in China, we will not miss this historical opportunity." In the view of anbaatar, Peugeot has experienced more than 200 years of development, industrial revolution and many twists and turns, but it is by virtue of this honor and disgrace that it stands in the forest of global automobile industry. And anbaatar also confidently said that Peugeot will never miss the next 200 years of development of China's car market.