Peugeot has been growing its market share due to an improved dealer network and a strong presence in the buoyant SUV market, says Des Cannon, Managing Director at Gowan Distributors
Peugeot improved its market share through 2018. What factors are behind this?
A number of factors have contributed to Peugeot re-entering the Top Ten sales league in 2018. We have a stronger, animated dealer network, and our stylish range of passenger cars and light commercial vehicles satisfy demands across main segments and niche segments alike.
Our new dealers in the capital, Agnelli Motor Park and Sandyford Motor Centre, have strengthened our Dublin market share immensely, while in Sligo Kevin Egan Cars now has the highest county market share for new Peugeot passenger cars (8.8%) in our network. To reach that incredible milestone in his first 12 months as a Peugeot dealer was a fantastic achievement.
The brand has benefitted hugely from strong demand for SUVs, which now account for over 40% of the new car market. The compact 2008, the mid-sized 3008 and the new 5008 SUV have each been phenomenal successes in their respective segments. With vans, we have gained new business from SMEs and larger fleet operators.
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What was Peugeot’s bestselling model in 2018?
The 3008 SUV is our bestseller. A multi-award winner in countries all over Europe, the 3008 is the epitome of style and performance. Our BlueHDi diesel engines are the most efficient they’ve ever been, while the PureTech petrol engine is an International Engine of the Year award winner for four consecutive years.
What model is Peugeot’s best family buy?
The 5008 7-seater MPV morphed into a stylish SUV in late 2017 and has been a bestseller in its segment in 2018. It is a gorgeous-looking car, with fantastic levels of space, comfort, technology features and safety equipment.
What executive model do you recommend?
With over 70% of retail customers new to the Peugeot brand this year, we are seeing a very different customer coming into our showrooms. Part of our success story in 2018 has been the lion-brand’s continued move up market. Through 2018, over 75% of customers choose a level three Allure 3008 or 5008 model or higher. Clearly, our manufacturer’s objective to be the best high-end generalist brand is now coming to fruition.
What's your personal favourite Peugeot model?
The Peugeot 508 fastback in GT trim is a radical departure from its predecessor. Boasting the latest-generation Peugeot i-Cockpit and a sharper, sleeker design, the 508 promises to deliver exemplary road-handling, high performance powertrains, countless technology features and a quantum leap in quality.
What new Peugeot models are on the way in 2019?
The radical new 508 fastback, the robust new Rifter MPV and the excellent new Partner van are drumming up a huge amount of interest. Demand is outstripping supply for the 508 in European countries the car has launched. We expect supply to free up from March onwards.
How do you see the market for electric vehicles developing?
While petrol has gained considerable market share, diesel is still the choice of tens of thousands of customers and will remain so in the short term. In late 2019 we will launch plug-in hybrid powertrains on both the new 508 and the 3008.
What’s you view on car buyer sentiment?
Consumer sentiment has been at best bumpy in 2018, not least because of Brexit uncertainty, and it has been extremely difficult to forecast sales figures for 2019. Nonetheless, the Peugeot brand is enjoying very strong demand and growth. Given our new models arriving in January, we are looking forward to 2019 with every confidence.
