PSA CEO took advantage of the presentation of results, 2012 you published yesterday to mark the strategic lines of the coming years for the two group’s brands, Peugeot and Citroën. Philippe Varin told that the goal is to become a Peugeot brand “aspirational”, a value-added, well, a premium brand, with which rival Volkswagen positioning, or even attack below market parts taken over by Audi or BMW.
This product offensive move upward in price and perceived quality start with the 208 GTI and 2008 , to be accompanied by “17 new features that will be presented throughout 2013″.
Varin, immediately then added that, in any case, this move “up” must involve Peugeot Citroen brand is positioned as a low-cost, but it will stay where it is, as more generalist, a strategy that, to our knowledge, been playing PES since which acquired the brand of the two chevrons, moving it down.
With more premium positioned as Peugeot, PSA will try to avoid the price war in the segment generalist, and offer products that can get more margin, a measure that Renault and applies, and it works, and Fiat also intends to endorse.
