PSA, the parent company of French car brand, PEUGEOT, has posted historic global sales results for 2018 with a strong 6.8 per cent increase in PSA brand sales totalling 3.88 million new vehicle sales. The significant results come as the PEUGEOT brand continues its renaissance in the Middle East.
Groupe PSA - which comprises the PEUGEOT, Citroën, DS, Opel and Vauxhall car brands – achieved a landmark year in 2018 with record levels in revenue, sales volume, recurring operating income and net result achieved. Group revenue amounted to €74 billion in 2018, up 18.9 per cent compared to 2017. In particular, the PEUGEOT, Citroën and DS brands made significant progress for the fifth year running as they closed the first phase of Groupe PSA’s strategic plan; ‘Push to Pass’.
PSA’s ‘Push to Pass’ strategic plan is the first step towards Groupe PSA’s vision to become a global carmaker on the leading edge of efficiency and a benchmark supplier of mobility services. To achieve this objective, the Group plans to take up the major challenges facing the automotive industry, and accelerate the implementation of projects that transform growth and efficiency, particularly in digital technology. The Group’s aim is to increase its sales outside of Europe by 50 per cent by 2021 and to position its automotive brands in new markets.
PSA established the PEUGEOT brand’s comeback in the GCC in 2017 when it set up its regional headquarters in Dubai; over the past two years the brand has launched its flagship 3008 SUV and All-New 5008 SUV models in the region and doubled its market share in the segments in which it competes. In Oman, a market where the brand was largely unknown, PEUGEOT has appointed a new retail partner, Al Hashar, and, the brand has ambitious plans to continue to revamp its entire GCC network and increase its presence across in the region.
In early 2019 the French automotive manufacturer opened its new futuristic concept store in Yas Mall, Abu Dhabi. This unique and immersive showroom – located on the ground floor at Yas Mall – is PEUGEOT’s first concept store in the Middle East and its third globally.
Samir Cherfan, Senior Vice President for Sales and Marketing, PEUGEOT Middle East, said: “The Group’s global success provides us with strong foundations to continue our revival in the Middle East and increase our footprint across the region. We will continue to roll out PSA’s global strategic plan ‘Push to Pass’ and adapt the strategy to suit the Middle East market conditions. Our product focus will be on our SUV and LCV offering – which we know is a strong sector here in the region where customers demand the highest levels in innovation and technology.”
Cherfan continued: “As well as raising awareness of our product portfolio we will be working on enhancing our network of retailers and aftersales facilities to offer an unrivalled customer experience. As part of ‘Push to Pass’ we will be focusing on PEUGEOT’s digital transformation - adopting a consumer-centric strategy connecting our customers to the brand with efficient digital processes for a seamless hassle-free customer experience.”