Peugeot boss reveals meagre online sales uptake
20 December 2021
Although 90% of Peugeot customers start the buying process on the internet, the percentage of those who buy entirely online is “well below 5%” Peugeot boss Linda Jackson has revealed.
“In the future there will be some who want to buy online all the way… but we need to understand how to adapt the process if they want to touch and feel – what we call a ‘phygital’ experience, a combination of physical and digital.”
Peugeot also needs to “completely restructure our distribution network”, said Ms Jackson. “You don’t do that overnight.”
Ms Jackson said Peugeot is now the volume brand benchmark for pricing power thanks to a decade of work on increasing pricing power. Peugeot was 2.4% below the pricing benchmark in 2015; today, it is 1.5% above.
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