AutoBeta(AutoBeta.net)04/20 Report--

DPCA, once the top seller of French cars in China, has been in decline, and sales of DPCA have fallen back again in the first quarter of this year.

DPCA released sales figures for the first quarter of 2019. Statistics show that DPCA's car sales in March were only 15861, down 55% from a year earlier; overall sales in the first quarter were 34658, down 57.7% from a year earlier.

Earlier, DPCA set a sales target of 235000 vehicles in 2019, the lowest target ever. Now that the first quarter has passed, DPCA's cumulative sales have only reached 14.7% of its annual sales target.

In the past year, PSA Group sold 263000 vehicles in China, down 34.2% from the same period last year, while DPCA, a joint venture in China, posted a net loss of 3.687 billion yuan in 2018 and Changan Peugeot Citroen made a net loss of 1 billion yuan.

DPCA, a joint venture between French auto giant PSA Group and Dongfeng Motor Company, is one of the earliest joint ventures in China. It also created a sales volume of more than 4 million in China in 2014. As internal problems highlighted and market competition intensified, Citroen sales declined one after another and profits were under pressure. Peugeot and Citroen dual brands have become marginalized products in the market.

In the face of the current predicament, DPCA held a media communication meeting in Beijing in early April. Luo Sibo, the new general manager, and Li Jun, the executive deputy general manager, gave a detailed account of the Dragon's existing problems and the transformation and development plan.

DPCA puts forward four optimization points, including the change of ideology and culture, the improvement of organizational efficiency, the improvement of personnel ability and the change of marketing strategy. Li Jun believes that Peugeot Citroen has its unique product positioning, to find the direction that has been done well, to avoid repeating the same mistake, DPCA still has a chance.

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