Peugeot changed its strategy and metamorphosed its two MPVs into crossovers, but what’s does the French automaker seek to accomplish with this change?
The SUV/crossover segment continues to grow, attracting more and more customers in the process; that’s why Peugeot reckoned it was time to change gears in order to boost its sales.
Both the 3008 and the 5008 weren’t exactly tackling the most profitable niche, and they weren’t much of a success story either. Now though, Maxime Picat, PSA Group’s head of Europe, said that the company knows exactly the direction it wants to go.
Speaking to Automotive News, Picat described the 3008 as “an acceleration for the brand”, especially after learning that customers actually want a real SUV from the automaker, not a crossbreed between a minivan and a crossover:
“The previous-generation 3008 was a huge success in some countries, but less so in others. After asking our customers why this was the case, we learned that they increasingly look at SUVs as more than just a niche product.”
The SUV offensive also means that the minivan as we know it will be ancient history at Peugeot, although PSA will still offer some models through Citroen, as Picat continued:
“When you have a booming sector such as SUVs, then you change your strategy accordingly. When industry sales of a segment begin to slow down, then you have to reassess what the group’s strategy is for that particular vehicle type. That is why Peugeot went in the SUV direction, while Citroen continues to have excellent success with its Picasso C4 minivan.”
According to Picat, SUVs won’t represent the final frontier for Peugeot, as the automaker plans to offer another electric passenger car by 2019, besides its iOn and Partner models.
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