详情

原文传递 PEUGEOT UK

题名：	PEUGEOT UK
正文语种：	eng
作者：	Tim Rose
摘要：	nhe average age of a Peugeot new car buyer is 56. However, the brand sees winning the hearts of younger consumers as a vital step in securing sales growth for the long term. Last year, it introduced a new 2D logo design, started rolling out a revised showroom corporate identity and emphasised a focus on allure and attraction, with design-led cars that it positions as affordable, yet near-premium. Managing director Julie David tells AM that Peugeot aims to be more of a first preference car brand for Gen Z consumers (born between 1997 and 2012) in particular. Crucial to that is the development of a slick, blended (digital and physical) buyer experience and the right finance packages to suit. "If you look at cost of ownership, often at the moment a new car can be as easy to access as a used car. It's about affordability of how they (Gen Z customers) enter it, whether that's new or used," she says. "I think that, over time, there will be less delineation between them. Everybody talks about 'pre-loved' and pre-owned' and I think the way society is, there won't be such an almost negative view of used cars - it will be 'I want to access a car' and it will be how I want to do that. Think about the way subscription services will start to become more common etc."
出版年：	2022
期刊名称：	Automotive Management
期：	Nov.
页码：	18-19