Despite strong sales on the continent, Julie David (boss of Peugeot UK) knows the brand needs to do better in Britain (business sub required)
advert - which uses a French song called Mon Manège à Moi - has been well received. “We have to be very credible in the way we use French culture [to market cars],” she said.
Last year, Peugeot held 3.7% UK market share. In the future, once the turbulence caused by semiconductor shortages has settled down, “Overall, we’re down but less down than others. The unpredictability is greater than last year. We’re not going to see supply come back this year," she continued. “Ultimately, we should have much greater market share, and the new 408 is an additional vehicle, although we removed the 108. Market share shouldn't come at the expense of anything else. We must deliver consistently every time throughout the whole process.”
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