Peugeot pledges stronger UK brand image, focus on affordability

According to Linda Jackson, the CEO of Peugeot, the company has a “great opportunity” to expand in the UK and is currently considered a “well-kept secret” in the market. Jackson wants the brand to revive itself in the UK and grow again, as it only sold around 50,000 cars in 2022, compared to the 140,000 sold over 15 years ago.

Linda Jackson stated that the company has been too quiet about its product offerings and advancements in electrification. She believes that it is crucial for the brand to communicate its message more effectively in order to increase its presence and grow in the UK market.

“The 208 is the best-selling car in Europe, and the e-208 is the best-selling electric car. Are people in the UK aware of this? It’s about building credibility and trust. Familiarity is key. It’s not just about boosting market share, it’s about achieving sustainable growth in the UK.”

Peugeot are not just going to launch any product. Company have a great opportunity to showcase product range and enhance the brand experience.

Phil York, Peugeot’s Director of Global Marketing, highlighted the significance of simplifying the company’s messaging, particularly regarding electrification.

“We need to be more straightforward with our messaging and be transparent about the costs involved in electrification. We want to bring electric vehicles into communities and be a source of reason and clarity. “

Linda Jackson stated that the brand positioning will remain unchanged and it will continue to occupy a position in the upper end of the mainstream market. She emphasized that Peugeot fits well with the other brands under the umbrella of Stellantis.

According to Jackson, all 14 brands under Stellantis were assigned to identify their brand with a single word by the group CEO, Carlos Tavares. In the case of Peugeot, the chosen word was “fascination,” which encompasses attraction, charisma, and magnetism.

Jackson’s goal is to further strengthen the Peugeot brand.

“I want people to identify the car they purchased as a Peugeot first and foremost, rather than simply referring to it as a 3008”.