About the prospects of the Ukrainian market (and, in particular, the Citroen, Peugeot and DS brands) I was told by the General Director of Peugeot Citroen Ukraine, Loic Sibrak. I hope his answers will help many of you decide one important question - whether to buy a car now or not...
Autoportal: Loic, what are the plans of Citroen Peugeot Ukraine for the next year, based on the realities of the current situation in Ukraine.
Loic Sibrak: Next year we plan to maintain our market share. If the market is 100 thousand cars, then we hope that Citroen's share will be about 1.7%-1.8%, and Peugeot about 2%-3%. That is, the total market share should be within 4%. But, of course, our goal is 5% and even more. But it is not yet entirely clear how to achieve such results. 4% is the most realistic figure today. In fact, that is what we have now.
Autoportal: How do you plan to survive the worsening economic situation in the country?
This is a question we ask ourselves and try to find an answer to. This year, as you can see, the atmosphere at the Paris Motor Show is a bit different, there are not many concept cars. This applies to Citroen, DS, and Peugeot. Not only us, competitors have the same situation... More attention is paid to real products. What can already be purchased now.
Next year we will live in reality. With those dealers who not only survived but also remained financially strong enough. Although it is worth noting that virtually all our dealers survived. But we must look to the next year optimistically, despite the fact that according to all forecasts it will be quite difficult.
Some dealers may still leave the market. For those who remain, it will even be better, they will survive the situation more easily. The number of sales for each will be higher, with fewer sellers.
Autoportal: What new products do you plan to bring to the Ukrainian market?
In February, the new Peugeot 308 will appear. The consumer will be able to choose from three engines: 1.6 VTi 115 hp, 1.6 HDi 92 hp (with manual transmission) and 1.6 THP 150 hp, offered with automatic transmission. In addition, there will be three classic trim levels, which is generally typical for Peugeot. You have already seen the GT modification. You have questions about it, but I will note that we will not bring it to Ukraine yet. It is an excellent car, but it is a bit expensive for the market. So three trim levels and three engine options for the 308 give a quite decent choice for the Ukrainian buyer. But we constantly monitor the market, and in the future anything is possible - including the appearance of the Peugeot 308 GT in Ukraine.
You probably remember how we launched the Citroen C4 on the market. Yes, those were different times, but sales went quite well. In addition, we were the first to launch a premium car in this segment - the DS4.
We have a desire, under favorable circumstances, to bring Peugeot into a higher segment. The Peugeot 308 should be in the TOP-3, if not first. This is the company's opinion. Yes, these are our ambitions, this is Peugeot's policy. Our strategy is to strengthen the segment in which Peugeot will be in the leading positions.
Our clients need to finally understand that in terms of quality, Peugeot and Citroen are no worse than other cars, and in some parameters even better. Let's look at the new Peugeot 508, in fact it is a real competitor to the Passat and Mondeo. This is really so. This is a similar level of quality.
Autoportal: That is, you need to fight stereotypes that were imposed in times when the level of service had not yet reached today's level?
Loic Sibrak: Yes, exactly. And our company in Ukraine has actually overcome the consumer's fear of French cars. This was evident from the growth in sales and reviews from both consumers and automotive journalists.
Autoportal: Let's get back to the Peugeot 308. What body variants will be brought to Ukraine for sale? What will the consumer be able to choose from?
Loic Sibrak: The hatchback will definitely be there, and most likely the station wagon. I can say that the hatchback will appear already in February. Most likely in November (or early December) we will announce our marketing plans. Prices, models, etc. But in early February the cars will already be at the dealers. You will all know, as we will hold presentations, test drives for journalists, etc.
Autoportal: And when should the new 508 appear on our market?
Loic Sibrak: We still have cars already imported to Ukraine, and they should be enough for the first half of the year. Therefore, I think the appearance of the new Peugeot 508 is the second half of 2015.
Autoportal: In what body style is the Peugeot 508 planned to be imported?
Loic Sibrak: It will be a sedan body. The 508 RXH is not planned yet. The car is certainly wonderful, beautiful and modern, but its cost for Ukraine is still high. Therefore, its possible appearance on the market may occur after the crisis situation in the country ends.
Autoportal: Tell me, do you keep sales statistics, and who, if not you, knows the most reliable information about the preferences of Ukrainians. In which trim levels are cars sold the most? In basic, medium or maximum...
Loic Sibrak: About 60% are sold in the middle, in the basic and maximum approximately equally - 20-25%. It is worth noting that in the base, cars with diesel engines are mainly sold. For many consumers, not only the initial cost of the car is important now, but also the cost of operation in the future.
Autoportal: Is there any statistics on how loyal customers become to the brands after purchasing a Citroen or Peugeot and possibly recommend them to their friends?
Loic Sibrak: More than half of customers recommend Citroen and Peugeot to their acquaintances. The number of dissatisfied is approximately at the same level as with other brands. Both French, German, and Japanese. There are always people who are dissatisfied with something. But they are getting fewer every day. A good indicator is that automotive journalists who have access to almost all brands increasingly choose Citroen or Peugeot as their own car.
Autoportal: Which car can you call a bestseller on the Ukrainian market?
Loic Sibrak: The best-selling Citroen models are C-Elysee and C4, and for Peugeot - 301, 208 and 2008. Inexpensive both to purchase and to operate, but beautiful compared to many competitors. And most importantly, they are very reliable. Peugeot 208, 2008 and 301 account for 70% of our sales. For Citroen, C-Elysee and C4 account for 60% of sales.
Autoportal: What hopes do you have for the next year?
Loic Sibrak: We hope that the level of sales will not be lower than this year.
Autoportal: Loic, after the separation of DS into a separate brand, will anything change in the sales system of these cars?
Loic Sibrak: The cars will be sold in Citroen showrooms. It is not yet economically feasible to make separate sites for them. Separate zones are allocated for them in existing Citroen showrooms. At least, that is how it is today. As for the rest... the future will show. There are certain hopes for the appearance of the DS6. This is a premium SUV that should appeal to a certain category of Ukrainian buyers. For now, DS4 sales remain quite good. DS5 is a bit harder to sell. The rise in prices due to the jump in the hryvnia exchange rate is taking its toll...
