Η Peugeot ανακοίνωσε ότι μέσα στο 2012 πούλησε σε όλο τον κόσμο 1,7 εκατ, αυτοκίνητα, -19,6% σε σχέση με το 2011. Η σημαντική πτώση οφείλεται όχι τόσο στην οικονομική κρίση της Ευρώπης, αλλά στη διακοπή των πωλήσεων της στο Ιράν, λόγω του εμπάργκο που επιβλήθηκε στη χώρα από το ΝΑΤΟ. Η αγορά του Ιράν ήταν αρκετά μεγάλη για τη Peugeot, αφού το 2011 είχε πουλήσει 313.000 αυτοκίνητα. Η Peugeot φέτος κατασκεύασε 1.555.000 αυτοκίνητα, -6,1% σε σχέση με το 2011, με το 39% εξ’αυτών (608.000), να έχουν κατασκευαστεί εκτός Ευρώπης (+33%).
Μέσα στο 2012 η Peugeot έβγαλε στην αγορά τα 208, το οποίο πούλησε 221.000 αυτοκίνητα, το 301 καθώς και τα 3008 HYbrid4, 508 RXH και 508 HYbrid4 Saloon, τα οποία πούλησαν συνολικά 19.000 αυτοκίνητα. Στην Ευρώπη η Peugeot πούλησε 955.000 αυτοκίνητα -12,6% σε σχέση με το 2011, την ώρα που η ευρωπαϊκή αγορά παρουσίασε πτώση 8,6%. Οι πωλήσεις της Peugeot στην Ευρώπη, αντιπροσωπεύουν το 44% των συνολικών της πωλήσεων, με το μερίδιο της Peugeot στην Ευρώπη ανήλθε στα 6,8% (7,1% το 2011).
Σε ότι αφορά τις υπόλοιπες αγορές του κόσμου. Η Peugeot είδε τις πωλήσεις της να ανέρχονται σε 216.000 μονάδες (+24,4%), με το μερίδιο της στην μεγαλύτερη αγορά αυτοκινήτου του κόσμου να ανέρχεται πλέον στο 1,7% (1,4% το 2011). Στη Λατινική Αμερική πούλησε 174.000 αυτοκίνητα, με τα 81.000 από αυτά στο Μεξικό (+8,5%).
AUTOMOBILES PEUGEOT ANNOUNCES 2012 RESULTS
- 1,700,000 vehicles sold in 2012
- Growth in sales in China up 24% in a market up 7%
- Sales outside Europe accounted for 44% of total sales
- 221,000 worldwide sales of the new 208
- Successful launch of the 301 in emerging markets
- Move up-market with success of the diesel hybrid HYbrid4 range – 19,000 orders
In a generally depressed European market and overseas markets with contrasting fortunes, Automobiles Peugeot recorded 1,700,000 sales worldwide of assembled and CKD vehicles in 2012.
However, three quarters of the drop (-19.6% compared to 2011) was accounted for by the interruption during the first half of the year of deliveries of CKD kits to Iran Kodhro (amounting to 313,000 units), a consequence of the strengthening of international sanctions against Iran.
On the other hand, the sales of assembled vehicles, at 1,555,000 units, fell back only 6.1% compared to 2011.
Successful launches: 208, HYbrid4 range and 301
Automobiles Peugeot maintained a rapid pace of product launches in 2012, with five major launches and several models launched on international markets.
Produced in France and in Slovakia, the 208 was launched in all European markets in the spring of 2012; it continued its international deployment during the second half, to be completed in early 2013 with sales in Russia and its industrial and commercial launch in Brazil.
In December 2012, the 208 took first place on the French passenger car market; in Europe (in November, the latest figures available), it was already at the head of the B segment in Holland and Portugal, and was on the podium in its segment in Belgium, Spain, Ireland, Luxembourg, Norway and Slovenia.
At the end of 2012, the Peugeot 208 won several Awards (in UK, Spain, Ireland, Italy), is a finalist for the title of ‘European Car of the Year 2013’ and has already registered 221,000 sales since launch.
The diesel hybrid technology, HYbrid4, launched as a world first in 2012 on the 3008 HYbrid4, then on the 508 RXH and the 508 Saloon HYbrid4, attracted 19,000 customer orders cumulatively by the end of 2012. As a result, in December 2012, the HYbrid4 versions represented 14% of orders for 3008 and 20% of orders for 508 in Europe.
The 301, an affordable and enhancing saloon, 4.44 metres in length and built in Vigo (Spain), was conceived to meet the expectations of customers in growing markets that are probably buying a new car for the first time. It has already achieved excellent initial sales in the markets where it was launched during the autumn (Turkey, Central and Eastern Europe, Algeria).
Sales will start during 2013 in Russia and the Ukraine, the Middle East and in certain markets in Africa and Latin America followed by its industrial and commercial launch in China at the end of 2013. The objective for 301 will be 150,000 sales in a full year. Note, this car will not be sold in Western Europe.
Move up-market: one Peugeot vehicle in five is a ‘Premium’ model
In 2012, with 279,000 units, the sales worldwide of the Marque’s “Premium” models represented a fifth of sales of assembled vehicles.
Sales of the 508, including its HYbrid4 derivatives were 121,000 units, particularly in Europe and in China and the 3008 / 3008 HYbrid4 Crossover attracted 109,000 customers.
Peugeot in Europe (EEC + EFTA + Croatia):
With a volume of 955,000 units (passenger cars and light commercial vehicles), down by 12.6 % compared to 2011 in a very depressed European market ( down 8.6 %), Peugeot recorded a market share of 6.8% (7.1% in 2011) in this area and retains its position of 4th place held since 2010.
However, Peugeot’s lower market share in Europe compared to 2011 is attributable particularly to the first half (-0.6 point); on the other hand, penetration was stable (6.7%) during the second half.
For passenger cars (797,000 registrations, -13%), with the successful launch of the 208, growth of 508 and the satisfying results for 3008, compensated only partially for the expected drop for the 206+, the 207 and the 308; Peugeot ended 2012 with a market share of 6.3% (6.7% in 2011).
In the LCV market, with volumes of 158,000 registrations (a reduction less than the market), Peugeot increased its market share to 10.7% (10.4% in 2011) and reached 4th place (6th in 2011) among the other marques in Europe.
Western Europe (18 countries)
In a West European market for passenger cars and LCVs that was 8.7% lower, Peugeot registrations reached 906,000 units, corresponding to a market share of 6.9% (7.2% in 2011).
Peugeot’s high exposure to the French and southern European markets (Spain, Greece, Italy, Portugal), affected by severe austerity measures weighed down the Marque’s performance.
In France, in a total car and LCV market down by 13.3% compared to 2011, Peugeot sold 369,136 vehicles with a market share of 16.2%.
A full complement of petrol engines from July, allowed Peugeot to further improve 208’s good momentum during the second half. The trio of 206+, 207+ and 208 achieved 6.9% of the total market and positioned Peugeot as leader of the B segment in 2012.
In the compact MPV and family saloon (C and D) segments, Peugeot confirmed good sales momentum for its models. The 3008 and the 5008 were the leaders of their respective segments with 3.5% market share cumulatively. Finally, the 508, with its range supplemented by the launch of the two hybrid models, stayed at the top of its segment with 1.4% market share and more than 25,950 units sold.
In the UK, the only large European market showing growth, Peugeot progressed both in volume (121,000) and in market share (5.3% against 5.2% in 2011), due in particular to the success of the 107, the 208, 508 and light commercial vehicles.
In Italy, a market that dropped by 21%, Peugeot (79,000 registrations) increased its market share to 5.2% against 4.8% the previous year and moves up two places among the other marques (5th versus 7th in 2011), thanks to the successful launch of the 208 and good results for 508.
Peugeot moved up to 2nd place (3rd in 2011) in Spain, with 68,000 registrations and a stable market share of 8.7%. In Germany, Peugeot recorded 82,000 registrations (-13%) with a market share of 2.5%.
Peugeot confirmed its position in the top three for registrations of passenger cars and LCVs in several other West European markets, such as Belgium & Luxembourg, Holland, Portugal and Denmark.
Central and Eastern Europe
In the central and Eastern European markets, down 7.7% overall, Peugeot recorded 49,000 registrations in 2012, with a market share of 5.4% (5.5 % in 2011); it should be noted that market penetration has increased in several countries, including Slovenia (10%), Croatia (9.3%), and in Poland (5.2%), the main market in the area.
Internationalisation: strong growth in China, Argentina and Algeria
In 2013, with major launches aimed at Peugeot’s continued internationalisation – increasing importance of the 208, first full year for the 301 and the launch of 2008 with very international ambitions – 2012 was characterised by several remarkable successes for the Marque in growing markets.
In China, the largest vehicle market in the world, Peugeot’s sales saw growth of 24.4%, nearly four times greater than for the market: to 216,000 units, corresponding to a market share of 1.7%, against 1.4% in 2011 – new records for the Marque, both in volume and in penetration.
This performance, the fruit of the success of Peugeot’s entire offering in China and in particular the three new models launched industrially and commercially during the last three years (408, 508, 308 Saloon), placed Peugeot in the top three for the highest level of growth in the Chinese market.
In Latin America, with 174,000 sales in 2012, Peugeot achieved contrasting results: growth in Argentina and Chile, a slight drop in Mexico and a year of transition in Brazil before the start of production of the 208 at the Porto Real plant and its on sale date from spring 2013.
In particular, Peugeot’s performance in Argentina should be underlined: with 81,000 registrations a growth of 8.5% in a market that was slightly down, market share is established at 10% (+0.9 point).
In Africa, Peugeot has improved performances in the Maghreb region, with sales growth of 5.5% in Morocco (Peugeot is the leader within the imported marques) and 1.8% in Tunisia (market leader). But it is Algeria that stands out in this overall picture: in the second largest market in Africa with sustained growth during 2012 (+45%), Peugeot’s sales jumped by 95%, to reach 65,000 units and a market share of 14.5% (+3.5 points on 2011) placing it in second position in the market.
In 2012, with 39% of the sales of ‘assembled vehicles’ achieved outside Europe (608,000) against 33% the year before (550,000); Peugeot has continued its internationalisation strategy.