Peugeot: 1,700,000 sales worldwide in 2012

MAIN POINTS

• 1,700 ,000 vehicles sold in 2012
• Peugeot 4^th marque (Cars + LCVs) in Europe
• 208 : 221,000 worldwide sales, leader in the French market in December
• Sales outside Europe : 44 % of total sales
• China: sales growth of 24 % (market: + 7%)
• Successful launch of the 301
• Move up-market: success of the diesel hybrid HYbrid4 range (19,000 orders)

OVERVIEW

 In a generally depressed European market and overseas markets with contrasting fortunes, Automobiles Peugeot recorded in 2012, 1,700,000 sales worldwide of assembled and CKD vehicles.

However, three quarters of the drop (-19.6 % compared to 2011) is 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.

 Launches crowned with success: 208, HYbrid4 range and 301

Automobiles Peugeot maintained a rapid pace of product launches in 2012, with five major launches and several models launched in overseas markets.

Produced in France and in Slovakia, the 208 was launched in all European markets in spring 2012; it continued its international deployment in international markets 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 1^st place for the entire 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 the category in Belgium, Spain, Ireland, Luxembourg, Norway and Slovenia.

 At the end of 2012, the heir to the Peugeot 2 series legend, distinguished by several awards (United Kingdom, Spain, Ireland, Italy …) and a finalist for the title of European Car of the Year 2013, has already registered 221,000 sales since its 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 HYbrid4 saloon, found its customers with close to 19,000 orders cumulatively at the end of 2012. As a result, in December 2012, the HYbrid4 versions represented in Europe 14% of orders for 3008 and 20% of orders for 508.

The 301, an affordable and enhancing three-box saloon that is 4.44 metres in length, built at Vigo (Spain), was conceived to meet the expectations of customers in growing markets that are buying a new car for the first time. It has achieved excellent initial sales in the markets where it was launched during the autumn (Turkey, Central and Eastern Europe, Algeria…).

 After the start of sales during 2013 in Russia and Ukraine, in the Middle East and in certain markets in Africa and Latin America, then 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.

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 will have represented a fifth of the figures for assembled vehicles.

Sales of the 508, including its HYbrid4 developments, were of 121,000 units, particularly in Europe and in China ; the 3008 / 3008 HYbrid4 crossover attracted 109,000 customers whereas 9,000 examples of the 4008 SUV, launched in spring 2012, have been delivered. For its part, 11,000 units have been sold of the highly visible and sporty RCZ coupé.

 Peugeot in Europe (EEC + EFTA + Croatia) :

With a volume of 955,000 registrations of passenger cars and light commercial vehicles, down by 12.6 % compared to 2011 in the context of a very depressed European market (- 8.6 %),

Peugeot recorded a market share of 6.8 % (7.1 % in 2011) in this area and retains its position of 4^th place among the other marques, achieved in 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 ends the year of 2012 with a market share of 6.3 % (6.7 % in 2011).

In the LCV market, with volumes (158,000 registrations) reduced less than the market, Peugeot increased its market share to 10.7 % (10.4 % in 2011) and reached 4^th place (6^th 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, has weighed down the Marque’s performance.

In France, in a total passenger car + LCV market down by 13.3% compared to 2011, Peugeot is the French marque that has stood up the best with 369,136 vehicles sold and a market share of 16.2%.

The launch of the complete petrol engine range 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 positions Peugeot as leader of the B segment in 2012.

In the compact MPV and family saloon (C and D) segments, Peugeot confirms a good sales momentum of its models. The 3008 and the 5008 are the leaders of their respective segments with 3.5% of the market share cumulatively. Finally, the 508, with its range supplemented by the launch of the two hybrid models, stays at the top of its segment with 1.4% market share and more than 25,950 units sold.

In the United Kingdom, the only large European market showing growth, Peugeot progresses both in volume (121,000) and in market share (5.3 % against 5.2 % in 2011), thanks in particular to the success of the 107, the 208, the 508 and of commercial vehicles.

In Italy, in a market that has 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 (5^th against 7^th in 2011), thanks to the successful launch of the 208 and the good results for 508 .

Peugeot moved up to 2^nd place (3^rd in 2011) in Spain, with 68,000 registrations and a stable market share of 8.7 %. 

In Germany, Peugeot recorded 82,000 registrations (-13 %) and a market share of 2.5 %.

Peugeot has confirmed its position on the podium for registrations of passenger cars + LCVs in several other West European markets, such as Belgium and Luxembourg, Holland, Portugal and Denmark.

Central and Eastern Europe 

In the central and Eastern European markets, down overall by 7.7 %, Peugeot recorded 49,000 registrations in 2012, for 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, full of 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 a very international background - 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, three-box 308), places Peugeot in the top 3 for the highest level of growth in the Chinese market.   

In Latin America, with 174 ,000 sales in 2012, Peugeot has achieved contrasting results : growth in Argentina and in 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 sale from Spring 2013.  

In particular, Peugeot’s performance in Argentina should be underlined: with 81,000 registrations, growth of 8.5 % in a market that is slightly down, the 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 African market, 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 2^nd 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.

Taking all sales (assembled and CKD vehicles), Peugeot’s overseas international sales will have reached as much as 44 % of the total.