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On June 30, joint venture brand Citroen Motor couldn't wait to release first-half sales figures. According to the DPCA poster, a total of 40558 units were sold in the first half of 2021, an increase of 75% over the same period last year, with a target completion rate of 105%. However, Citroen did not disclose specific brand sales, but according to sales analysis in the past month, Dongfeng Peugeot brand sales are much higher than Dongfeng Citroen brand.

Although the sales volume of DPCA has increased significantly, its performance is only normal. As we all know, based on the impact of the epidemic on the domestic car market and Wuhan in the same period last year, in fact, the performance of DPCA is not very optimistic. Compared with the more representative 2019, the cumulative sales of DPCA in the first half of 2019 was 63027, compared with a 35.65% decline in the same period this year, but the decline has gradually narrowed.

DPCA mainly has two brands: Dongfeng Peugeot and Dongfeng Citroen, of which Dongfeng Peugeot is the handle of DPCA. According to relevant data, DPCA sold 32768 cars from January to May in 2021, including 22091 from Dongfeng Peugeot and 8511 from Dongfeng Citroen.

As the main brand of sales, Dongfeng Peugeot has Peugeot 408, Peugeot 508L, Peugeot 2008 and other models. In April this year, Dongfeng Peugeot also brought the new Peugeot 5008 and the new Peugeot 4008 models, of which the Peugeot 5008 guidance price is 18.77-273700 yuan and the Peugeot 4008 is 16.97-243700 yuan. However, relevant data show that although Dongfeng Peugeot has a large number of products, it does not have a popular style. In May, for example, the highest-selling model was Peugeot 408 with 1141 vehicles. The latest Peugeot 4008 and Peugeot 5008 have low sales.

Dongfeng Citroen has Tianyi C5 AIRCROSS, Citroen C6, C3L C3L, Citroen C3-XR and other models, the sales of these models are also low, basically less than 1000 vehicles. In May, for example, Tianyi C5 AIRCROSS sold a peak of 881units, followed by Citroen C6s with 649s, Citroen C3L with 147s and Citroen C3-XR with 124s, with less than 100 other models. To change the situation, Dongfeng Citroen will launch the Citroen Versailles C5X in September this year. Citroen C5X is basically the same as the overseas version C4, and the daytime driving lights are in the shape of "V", which forms an "X" shape with the front face. In addition, the upper and lower lamp belt is connected to the brand LOGO, and the logo extends to both sides at the same time. In terms of power, the new car will be equipped with a 1.6T four-cylinder engine, maximum power 125kw, peak torque 260N ·m, matched by an eight-speed manual integrated transmission. However, whether this model can reverse Dongfeng Citroen's market difficulties is still unknown, and its pricing will become an important factor affecting sales.

Looking back on the development of DPCA in the past few years, we can describe it as "falling off the altar". It is understood that after DPCA reached a sales peak of 704800 vehicles in 2015, sales continued to decline, falling by 15.2%, 36.85%, 32.89%, 55.17% and 55.74% respectively from 2016 to 2020, halving sales for two consecutive years.

In order to reverse the market predicament of DPCA, the General Manager of Dongfeng Peugeot Brand Department, the General Manager of Dongfeng Citroen Brand Department and the General Manager of DPCA have all been replaced by Chinese managers. Although DPCA does not have a strong sense of existence in the domestic market, it is constantly strengthening its position in the Chinese market, constantly promoting the innovation of Peugeot and Citroen brands in the Chinese market, and now replacing the heads of relevant brands with representatives of Chinese nationality. it may further promote the strategy of DPCA.

On the whole, the current performance of DPCA is improving and its market share is also increasing, but it is still unknown whether the change of management can improve the development situation of DMC. For Dragon, there is still a long way to go to get the company back on the track.

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