The average age of a Peugeot new car buyer is 56. However, the brand sees winning the hearts of younger consumers as a vital step in securing sales growth for the long term.
Last year, it introduced a new 2D logo design, started rolling out a revised showroom corporate identity and emphasised a focus on allure and attraction, with design-led cars that it positions as affordable, yet near-premium.
Managing director Julie David tells AM that Peugeot aims to be more of a first preference car brand for Gen Z consumers (born between 1997 and 2012) in particular.
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Spotlight on the customer
In this issue:
What consumers really want - trends and habits dealers must understand to provide the right buying experience
Barriers to EV purchase - many private motorists need extra help before they take the plunge
Delighting used car buyers - it's essential for retailers to offer tailored experiences and great value
Aftersales customer care - valuable interactions are vital as dealerships face fishing in a diminishing pool
A customer-first future - Steve Young, ICDP MD, gives AM an exclusive insight.
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An award-winning journalist and editor, with two decades of experience covering the motor retail industry, and accredited by the Institute of Leadership and Management (ILM) plus the National Council for the Training of Journalist (NCTJ)
As editor of AM since 2016, Tim is responsible for its media content, planning and production across AM's multiple channels, including the website, digital reports, webinars, social media and the editorial content of AM's events, Automotive Management Live and the AM Awards. His focus is on interviewing senior leaders of franchised dealer groups and motor manufacturer national sales companies to examine latest developments in UK motor retail.
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