A terrible management of the PureTech file, Recalls in series for manufacturing defects, fall volumes in falls, profitability of the network close to zero … Between 2023 and 2024, the brand with lion was seriously ratibot the mane. Until losing his superb.
The manufacturer begins 2025 less flamboyant, but with a good of optimism. Lionel Ehrhard, director of Peugeot France, tells Caradisiac that recent reforms are starting to bear fruit.
Reconnect with private customers
The context
A terrible management of the PureTech file, Recalls in series reminders for manufacturing defects, sales volumes in falls, repeated bugs, disastrous customer communication, inflation of the price of cars, lack of new models … End 2024 Peugeot only represented 13.5 % of the French VP market. In the first half of 2025 the manufacturer appropriates 14.7 % of the national market (+0.8 % in June). Still far from the 17.1 % of 2019.
The answer
“When I arrived 6 months ago, I noticed that we did not bring the necessary elements to respond to customers. We therefore set up an audit to see where the brand’s shortcomings were. Following this we set up a process with a will to reassurance and reconnection of the brand vis-à -vis all of its customers.
To restore confidence in the quality of our products we have set up an 8 year and 160,000 km warranty (Peugeot Care Guarantee note editor’s note) extended to the entire range of electric vehicles (E-208, E-2008, E-308, E-308 SW, E-408, E-3008, E-5008, E-Rifter and E-Traveller), 9 models in total. We turn the page of the Puretech episode, in which we have responsibilities. We have learned from our mistakes and we are now better armed in the face of such a problem because it was very painful for us. »»
Reconnect with the network
The context
Decreased orders, difficult deliveries, tensions around agent contracts and an that is stretching market. The Peugeot network comes out of two years under tension. With finally profitability close to zero.
The answer
“The second strong element is network reconnection. We had to face crises and we are not hiding from it. We have learned from our mistakes. We have to adapt, we have evolved in terms of behavior, internal communication. We want a simplification of the relationship between the brand, the network, and the customer.
Peugeot’s strength is to be the brand with 310 dealerships and 1,800 agents. Our network is a force. It differentiates us from new incoming players who do not have the same distribution density. Peugeot wishes to rely on it to strengthen the proximity link with its customers. »»
Develop the fleet market
The context
In 2021, in the midst of semiconductor crisis and the development of a policy of margins to all crons, Stellantis, removed commercial discounts to businesses. Despite a revival of Peugeot form (20.6 % of the market between January and May) still cannot rebuild on Renault (21.1 % of PDM).
The answer
« The economic context is very complicated, and our responsibility is to best support all our customers SMEs, SMIs and large accounts. We have an support role in the energy transition, which imposes a new Mindset. Beyond the sale (the discount policy would indeed be returned editor’s note), we support professionals on the post-sale. Minimize the immobilization of vehicles, provide suitable and fast solutions … It is essential. We record growth and leadership on the BtoB SUV, with 2008, 3008 and 5008. Over the first 6 months, Peugeot increased by 3.6 % on the market of the utility vehicle. This proves our agility, our ability to adapt and provide the right answers. »»
