The general manager of Peugeot, Linda Jackson, returned to the issues surrounding the launch of the 408. The opportunity also to return to the development of the lion brand around the world.
Linda Jackson, CEO of Peugeot.
Journal de l’Automobile: How would you define the 408 and its concept?
Linda Jackson : The 408 is a mix of saloon and SUV, with a “dynamic fastback” silhouette. But it is difficult to define this model with regard to traditional segments. We must rather focus on the typology of customers who are looking for a more modern automobile or who want to know a different experience following having had C-SUVs. This 408 opens a new era for Peugeot but with our values, our design, our innovations and our efficiency.
JA: Is this 408 intended for large volumes?
LJ : This is a global model. Peugeot is present in 135 countries and the 408 will join many of them. We are going to market it, for example, in South Korea or Australia. It is therefore not a niche product, it is not our strategy. The Mulhouse factory, where it is manufactured, will supply all these markets, but the 408 will also be produced in China, for the local market.
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JA: Peugeot’s momentum is good in Europe and in France. What regarding elsewhere?
LJ : The momentum is just as good elsewhere and this is very important because we want to increase our international sales. Today, our sales outside Europe represent 20% and we are aiming for 30 to 35% in the long term. Without reducing our performance in Europe of course. For this, Peugeot relies on three regions: Latin America, Africa Middle East and India-Asia-Pacific. For example, Peugeot has recorded growth of 62% in Brazil since the start of the year and even 105% in Vietnam. We have just launched the Landtrek pick-up with strong ambitions in Africa Middle East and Latin America. It’s a long-term job, but we’re on the right track.
JA: What is Peugeot’s future in China?
LJ : We are still in discussion with our partner. We discuss the best way to work in the country. Because things have to change, especially since the Chinese market has also changed profoundly in recent years.
JA: At the start of 2023, Peugeot will unveil the Inception concept and its vision for the coming years. What can you already tell us?
LJ : Indeed, with Inception, we will illustrate Peugeot’s vision for the future, both outside and inside. Naturally, it will be electric and will show the technologies that we are going to offer, like the experience that we are going to offer to our customers. Some of the technologies presented will be available from 2025.