Will Dongfeng Peugeot, whose brand is gradually being marginalized, be the next legal brand to withdraw from China？
When it comes to Dongfeng Peugeot, many people may be able to think of its glorious history, but when they think about why Dongfeng Peugeot, which had unlimited scenery back then, has suddenly become what it is today. In addition to the decline in the influence of the legal brand, Dongfeng Peugeot itself also has some problems that cannot be ignored.
Taking Peugeot’s 508 model as an example, the Peugeot 508, as a sports-grade sedan, has frameless doors and hatchback tailgates that emphasize sports models in overseas markets. However, when the Peugeot 508 arrived in China, Dongfeng Peugeot cancelled the design of the 508 frameless door and hatchback tailgate, and adopted an ordinary sedan design scheme to become the Dongfeng Peugeot 508L. Although this approach will save the cost of vehicle construction, it will also reduce the competitiveness of its own products in disguise, which also makes it difficult for everyone to choose such a model that is introduced and reduced after weighing.
The lack of cost-effectiveness and the lack of comprehensive strength
Today’s Dongfeng Peugeot can be said to be facing a dilemma, that is, when major car companies are competing fiercely in the market, Dongfeng Peugeot’s brand influence and vehicle cost performance are difficult to compete with other brands. Whether it is Peugeot 408, 508L sedans, or Peugeot 2008, 4008 or even 5008 SUV models are unable to give consumers a satisfactory price/performance ratio. Coupled with today’s market changes, more and more models with excellent cost performance continue to emerge, which invisibly brings a lot of competitive pressure to Dongfeng Peugeot. If it cannot launch a model that can turn the tide, it may eventually die out in the automotive market.
Peugeot’s current predicament, in addition to the lack of cost-effectiveness, is also a major problem in terms of its comprehensive strength. The 1.2T, 1.6T and 1.8T engine technologies carried by its models have not undergone major upgrades for many years. The replacement of each model is more like a change in the interior and appearance. The intrinsic essence seems to be the same old thing, and even not as good as the old models of the year. Today’s consumer market is gradually moving towards a younger age. Major manufacturers compete more on the performance and cost-effectiveness of vehicles, while Dongfeng Peugeot, which is technologically backward, wants to survive in China. Perhaps it is really time to think hard and think about what kind of model consumers want.
The external environment is gradually compressing Peugeot’s living space
With the electrification reform of the automobile market, a large number of new car-making forces have emerged, and the status of established car companies has brought a complete reshuffle. Today’s traditional companies have to face a cruel fact – only in the field of automotive electrification reserve knowledge, traditional car companies are not much ahead of new car-making forces. Peugeot is more like half a beat slower than other car companies, and has not yet come up with a bright pure electric model, which has directly become the culprit of Dongfeng Peugeot’s gradual loss of competitive advantage with the market.
Automotive Network Review: Dongfeng Peugeot urgently needs a model that can break the game
The future of Dongfeng Peugeot in China is worrying. The accelerated development of domestic automakers has already had a great impact on joint venture automakers. For Dongfeng Peugeot, which lacks cost performance and brand reputation, the impact is self-evident. If Dongfeng Peugeot cannot come up with a model that has regained market recognition in a short period of time, Dongfeng Peugeot is really not far from the day it withdraws from the Chinese market.