Skip to main content
Sister Publication Links
  • Automotive News
  • Automobilwoche
  • Automotive News Canada
  • Automotive News China
Subscribe
  • Subscribe
  • Newsletters
  • Login
  • HOME
    • Latest news
    • Automakers
    • Suppliers
    • New Product
    • Environment/Emissions
    • Sales By Market
    • On The Move
    • Auto Shows
    • Munich Auto Show
    • Geneva Auto Show
    • Paris Auto Show
    • Beijing Auto Show
    • Shanghai Auto Show
  • Features
    • Long Read
    • Interview of the Month
    • Focus on Electrification
    • Focus on Technology
    • Segment Analysis
    • Cars & Concepts
    • Supplier Spotlight
    • Europe By The Numbers
  • Opinion
    • Blogs
    • Commentary
    • Guest columnists
  • Photos
    • Photo Galleries
    • Geneva Photo Gallery
    • Beijing Photo Gallery
    • Frankfurt Photo Gallery
    • Paris Photo Gallery
    • Shanghai Photo Gallery
  • Podcasts
  • Car Cutaways
  • EVENTS
    • ANE Congress
    • ANE Rising Stars
    • ANE Eurostars
  • More
    • Publishing Partners
    • Social Media
    • Contact Us
    • Media Kit
    • About Us
    • Capgemini: Invent Head on automotive takeaways from CES 2023
    • Capgemini: Securing the industry's future through a radical rethink
    • Capgemini: Succeeding with the automated driving journey through AI
    • Capgemini: The circular economy is spurring new thinking on EV batteries
    • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
    • HEXAGON: Plugging into data is the only way to make winning EVs
    • TUV Rheinland: Ideas, services and certifications for smart mobility
    • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
    • Toyota Europe
    • UFI Filters
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter
MENU
Breadcrumb
  1. Home
  2. Automakers
April 08, 2019 04:59 AM

Peugeot boss Imparato spearheads push to electrify lineup

Peter Sigal
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    Peugeot is hoping the design of the e-208 electric car will help it become a true mass-market electric vehicle.

    The Peugeot brand has been the driving force behind PSA Group's record financial and sales performance. The 3008 and 5008 crossovers have become international hits while cars such as the 2008, 208 and 308 continue to be strong sellers. This year, Peugeot will sell a full-electric version of the new 208, along with plug-in hybrid versions of the 508 and 3008. Peugeot CEO Jean-Philippe Imparato talked about the brand's future with Automotive News Europe Correspondent Peter Sigal.

    With the introduction of the e-208, Peugeot is selling a true mass-market electric vehicle for the first time. How will you convince buyers to choose an electric powertrain?

    There are three key messages around the 208: The first is design. We think it's irresistible, and there's no difference between the internal combustion and electric versions. The second point is the i-Cockpit design, which has been a hit in the 3008 and 508. It's also the first car in the segment with an eight-speed automatic transmission. But the main message we want to send is: We make it simple to choose your powertrain depending on your usage of the car.

    What is your sales strategy?
    We are focusing on the residual value of the car, switching from a focus on the MSRP [manufacturer's suggested retail price] to TCO [total cost of ownership] and leasing. In some countries, depending on incentives and CO2 taxes, the TCO for the electric 208 will be the same as a gasoline model with an automatic gearbox. For a 48-month lease, we are offering the gasoline version for 269 euros a month, diesel for 289 euros and electric for 299 euros. These figures show that in the next five to six years the electric vehicle market will move a lot. The real question is the infrastructure.

    Meet the boss

    Name: Jean-Philippe Imparato
    Title: Peugeot brand CEO
    Age: 52 
    Main challenge: Managing the transition to electrified vehicles with the launches of the 208 full-electric variant and plug-in hybrid versions of the 508 and 3008.

    PSA CEO Carlos Tavares has said that Peugeot would lead PSA's return to North America. What can Peugeot bring to the market there?
    I will detail the plan next year. We want to come back in a scalable way, and we don't want to waste billions in operations. I have studied the market for years now, and we have found that our history is very much appreciated, as is our design -- including the i-Cockpit, as is our driving experience. When we launched the 3008 [compact crossover, in the beginning of 2017] the feedback we got, including from focus groups in California, was, "Wow, this car is super." We want to balance our risk between Europe and outside Europe because we are too European-centered at the moment.

    PSA has struggled in China. What can Peugeot do to contribute to a comeback there?
    In the coming four months the lineup sold by Peugeot in China will have an average age of 3 years, so it's a young lineup. We will have the new 508L [extended wheelbase model], the 4008 [sold as the 3008 in Europe], the 5008 and the 408 [face-lifted compact sedan]. We don't want to fall into the trap of offering big discounts. We will also consolidate our dealer network. I think about 200 is the right level, provided they are profitable. We have more than 350 now. You have to be ready to cope with new car sales, used car sales, aftersales and parts. If you only focus on new car sales, in a declining market, you are in real trouble. So, we are looking for stability, about 10,000 to 20,000 cars a month, and to make our joint venture profitable.

    The new 508 Peugeot Sport Engineered concept that you showed at the Geneva auto show last month is a very high-performance plug-in hybrid, with 400 hp and all-wheel drive. Is there a market for this compared with conventional high-powered variants such as the 308 GTI?                                                                
    I'm betting yes because traditional sport models such as the 308 GTI will disappear [because of emissions regulations]. Paying an extra 10,000 euros [in emissions fines] per vehicle is not an ethical way to drive the change to cleaner vehicles. You can have a car that is fun to drive that will also respect the energy transition that we are coping with.

    Could we see a production version of the e-Legend sports coupe concept?  
    Obviously, we had great feedback for that model. Once we manage the EV in the coming year, we will decide yes or no, but I prefer to put our money into the transition [the electrified models] right now rather than on the e-Legend, which would be an investment of about 250 million euros. Finding 20,000 customers at about 80,000 euros a car isn't so easy.

    AUTOMOTIVE NEWS EUROPE MONTHLY MAGAZINE

    This story is from Automotive News Europe's latest monthly magazine. To view the new issue, as well as past issues, click here.

     

    RECOMMENDED FOR YOU
    New Toyota CEO Koji Sato faces big challenges in critical new era
    Recommended for You
    satoandakio.jpg
    New Toyota CEO Koji Sato faces big challenges in critical new era
    Tesla Model 3 red web_0.jpg
    UK has concerns over U.S. green subsidy act, finance minister says
    Renault Douai_Plant
    Renault will offer workers 7.5% pay increase, report says
    Capgemini Invent Head on automotive takeaways from CES 2023
    Sponsored Content: Capgemini Invent Head on automotive takeaways from CES 2023
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Get Free Newsletters

    Sign up and get the best of Automotive News Europe delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    SUBSCRIBE TODAY

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business.

    SUBSCRIBE NOW
    Connect with Us
    • Twitter
    • Facebook
    • LinkedIn
    • Instagram

    Founded in 1996, Automotive News Europe is the preferred information source for decision-makers and opinion leaders operating in Europe.

    Contact Us

    1155 Gratiot Avenue
    Detroit MI  48207-2997
    Tel: +1 877-812-1584

    Email Us

    ISSN 2643-6590 (print)
    ISSN 2643-6604 (online)

     

    Resources
    • About us
    • Contact Us
    • Advertise with us
    • Advertise with Us
    • Ad Choices Ad Choices
    • Sitemap
    Awards
    • Rising Stars
    • Eurostars
    • Leading Women
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Europe
    Copyright © 1996-2023. Crain Communications, Inc. All Rights Reserved.
    • HOME
      • Latest news
      • Automakers
      • Suppliers
      • New Product
      • Environment/Emissions
      • Sales By Market
      • On The Move
      • Auto Shows
        • Munich Auto Show
        • Geneva Auto Show
        • Paris Auto Show
        • Beijing Auto Show
        • Shanghai Auto Show
    • Features
      • Long Read
      • Interview of the Month
      • Focus on Electrification
      • Focus on Technology
      • Segment Analysis
      • Cars & Concepts
      • Supplier Spotlight
      • Europe By The Numbers
    • Opinion
      • Blogs
      • Commentary
      • Guest columnists
    • Photos
      • Photo Galleries
      • Geneva Photo Gallery
      • Beijing Photo Gallery
      • Frankfurt Photo Gallery
      • Paris Photo Gallery
      • Shanghai Photo Gallery
    • Podcasts
    • Car Cutaways
    • EVENTS
      • ANE Congress
      • ANE Rising Stars
      • ANE Eurostars
    • More
      • Publishing Partners
        • Capgemini: Invent Head on automotive takeaways from CES 2023
        • Capgemini: Securing the industry's future through a radical rethink
        • Capgemini: Succeeding with the automated driving journey through AI
        • Capgemini: The circular economy is spurring new thinking on EV batteries
        • Capgemini: Toyota and Capgemini leaders on how OEMs can handle industry changes and succeed
        • HEXAGON: Plugging into data is the only way to make winning EVs
        • TUV Rheinland: Ideas, services and certifications for smart mobility
        • TUV Rheinland: Testing of automated and autonomous vehicles on test tracks
        • Toyota Europe
        • UFI Filters
      • Social Media
        • Facebook
        • Instagram
        • LinkedIn
        • Twitter
      • Contact Us
      • Media Kit
      • About Us