AutoBeta(AutoBeta.net)07/09 Report--

"never withdraw from the Chinese market", the French Peugeot-Citroen Group once again stressed that the brand has become a hot topic for netizens. Judging from the sales data just released, DPCA (Dongfeng Peugeot and Citroen) sold 10128 units in June, down 54.3% from January to June to 63027 units, down 60% from a year earlier.

DPCA has set a sales target of 235000 vehicles in 2019, with a completion rate of only 26.8% in the first half of the year, making it almost impossible to reach the target for the whole year.

According to data, in 2018, DPCA sold only 253400 vehicles, down 32% from the same period last year, equivalent to nearly 1/3 of the 710000 vehicles in 2015.

"We want to stay in China and absolutely do not want to leave China," Tang Weishi, chairman of the PSA Group Management Committee, said at a media communication meeting held at the headquarters in Paris, France on July 3. "this belief is very firm." Once again, he reiterated the importance he attached to the Chinese market and planned to make changes in decision-making speed and marketing to achieve the goal of reversing the decline in China.

"any decision requires us to reach an agreement with our partners, so the Dragon's response is not fast enough. But the most important thing in the Chinese market is speed, which requires car companies to adapt at any time according to market conditions and market conditions, "Tang Weishi said." We are also considering whether to give the joint venture companies more autonomy so that they can react more quickly. "

An Tiecheng, chairman of Shenlong Automobile Co., Ltd., and Gao Kailin, vice chairman of Shenlong Automobile Co., Ltd., attended the communication meeting. Tang Wei said on the spot: "Mr. an Tiecheng and Mr. Gao Kailin have indeed done a lot of work to improve efficiency. I very much approve of this effort, but whether the situation can improve may have to wait until the end of this year. If consumer satisfaction and profitability do not meet expectations at that time, it means that the change at this stage is not fast enough. "

Tang Weishi also pointed out the problems in the Chinese market: PSA failed to convey brand value, and consumers did not know the brand history of Peugeot and Citroen.

An Tiecheng said that the brand value of PSA needs to be exported. Since the second half of last year, PSA has re-combed the brand value, and there will be continuous investment to promote the brand in the future. For example, the following Citroen Centennial Celebration will be one of the important activities for the export of brand value this year.

Gao Kailin said that efforts will be made to improve China's market position in the future and work with Dongfeng to reshape the brand image of Peugeot and Citroen.

On the issue of product pricing, which is generally dissatisfied with Chinese consumers, Gao Kailin said, "A suitable price is very important. There were indeed different suggestions between shareholders before, but the two sides have reached a consensus since last year."

According to the new car plan announced by DPCA, 116 new product releases will be carried out by 2021, maintain the speed of at least one new model for each brand each year, and speed up the upgrading of the powertrain. At the same time, it will also focus on solving quality problems, improving brand reputation and reshaping image.

Peugeot-Citroen has gone from a mainstream joint venture brand to a marginalized brand in the Chinese market, and there are serious problems in internal management, products and marketing. Today's change may be a way out.

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