Peugeot scrappage no
January 27th, 2010 by Richard Aucock
SCRAPPAGE has been a great success in broadening car dealer opportunities says Peugeot MD Jon Goodman.
However, he says that when it comes to an end, Peugeot will look to other creative plans to incentivise cars, rather than launch a self-financed copycat scheme.
‘The scheme has brought people into car showrooms who would not normally be buying a new car,’ Goodman told Car Dealer Magazine.
‘These are not traditional new car buyers – they are an entirely new type of car buyer. This means car dealers have not had to sacrifice their traditional new car buyers – those people who own and change 6 year old cars.
‘Such people are the familiar heartland of the new car market.’
Despite this, though, Goodman says he is not a subscriber to car makers simply substituting the scrappage scheme when it ends.
Trite
‘Such schemes are far too trite and simple.’
Instead, Goodman wants to see a range of offers developed, that consider all car buyers – he describes them as ‘whole offers’, that are not dependent on driving an older car.
But the MD also says it will be new product that drives car buyers to Peugeot showrooms in 2010.
‘Peugeot car dealers have had a tough time, but 2010 will be the year we get back to growth. This will be driven by new product, including the 3008, the 5008 and the (Audi TT-rivaling) RCZ.
‘Retail in particular is a great opportunity with these vehicles.’
Goodman knows only too well the importance of car dealers here: ‘the people who deliver are the dealers. That is why it is so vital to restore their confidence.
‘We must sell more, improve quality and retain more customers – but I have not met a single dealer who is not ready for the challenge.’
If you are a Peugeot car dealer, do you share your MD’s optimism for 2010?
By Richard Aucock
Tags: MD, new car scrap, peugeot, scrappage