Under previous importer, Sime Darby, which officially handed over to Inchcape on June 1 last year, the network stood at 65 outlets – 38 for Peugeot and 27 for Citroen, including 10 service-only sites.
Peugeot Citroen Australia’s new managing director Anouk Poelmann confirmed to GoAuto last week that national representation was now down to 35 dealers covering both French brands, with two service-only outlets and the remainder handling full sales, service and spare parts operations.
Inchcape’s review of the network saw dealers who did not want to represent both brands electing not to sign a new agreement. In addition, market areas where the distributor believed Peugeot-Citroen was overrepresented have been tightened.
It has signed on six dealers who are new to the brands – Perth City (owned by Bob Allen and Harold Schoolland), Ric Collins’ Jarvis Group (Adelaide), Rolfe Motor Group (Canberra), Buckby Motors (Launceston) and Inchcape-owned Trivett in Parramatta and Alexandria (Sydney), the latter set to open by late March/early April.
Inchcape/Trivett also operate the Peugeot/Citroen dealership in North Melbourne.
Ms Poelmann said the company was now happy with the level of representation and that having 35 dealers in place was “about right”.
“This is the process we have gone through and, yes, as part of the restructure it’s never an enjoyable process but I think we did well.
“We did it respectfully and now we have partners that have expressed their commitment in being a partner for both brands,” she said.
“It doesn’t mean if you now walk into every showroom, you see that reflected, but this is the building block that I was talking about – to now work with them on getting the showrooms to standards, this is just an example of the work that is being done right now.”
Peugeot Citroen Australia’s national PR and corporate communications manager Tyson Bowen added that “what you’ve gone from is a network that now exists in the areas where it makes more sense, and those that decided they didn’t want to continue, there was an arrangement made (to leave)”.
Asked whether Inchcape now had the full support of its Peugeot/Citroen dealers, Ms Poelmann said: “I would like them to believe in us and I want to prove that we are trustworthy, that we are doing the right things.
“We have them in focus. Profitability is very important for them. We want them to be successful. That doesn’t mean that you don’t make mistakes – that can happen – but I am looking for a very open and transparent relationship.”
Since taking the reins around mid-August last year, Ms Poelmann has conducted three major briefing sessions for dealers as part of what the company calls an ‘exec roadshow’ – and that more of these are planned. The next one takes place at the end of this month.
“We keep them pretty well in the loop on what we are doing (and) well informed, so not last-minute or half of the information,” she said.
“For me, it’s important to have that dialogue, to have that transparency, and to work towards having a good partnership. And also ask them, you know, ‘Do you think this makes sense? Could we do things faster? Would you do that with us if we would be aiming for this? I mean, would you make that investment?’
“So that’s the type of dialogue, that’s the partnership. And, yes, so far so good.”
Is the blue box finished?
The new operation under Inchcape has developed a strategy to reinvigorate its retail presence and operations. Full details remain under wraps, but Ms Poelmann said the look and feel of the brands’ dealerships and the customer experience would be addressed.
“We have embarked on a full review of corporate identity and branding,” she said. “Our brands’ identity needs to underpin this activity and, in fact, it will become the central tenet of all that we do.”
Ms Poelmann said the company and its retailers would initially concentrate on the “personality” of Peugeot, following a study program initiated last year to identify the key areas that should stand the lion brand apart from others in the marketplace.
“For it to be believable, and more importantly achievable, it has to be firmly rooted in the product truth,” she said. This “truth”, according to Ms Poelmann, can be condensed into five key areas:
THE FIVE “TRUTHS” FOR PEUGEOT-CITROEN
- Excellence and superior quality (from design and engineering through to manufacturing, marketing, sales and aftersales).
- Allure (sharp, distinctive and timeless design)
- Emotion (enhanced experiences achieved through innovative and intuitive cabin design, with an emphasis on technology)
- ‘Culture of elegance’ (a passion for beauty that invokes desire in passers-by)
- Savoir faire (“a state of mind that comes from knowing you have made the right choice and your decision is validated at every touchpoint”)
Referring to the importance of where the customer is touching the PSA brands, Ms Poelmann said: “Here, there is a bit of work to do, to ensure that all of our touchpoints, from point of enquiry to showroom and then aftersales, reflect the brand’s perception.
“In the real world, we want to re-engage with customers that are looking for a truly European product.”
She said this will include appealing not only to customers already drawn towards European brands, but those from the likes of Mazda and Holden – two brands singled out – who are looking for “a new take on the automotive experience”.
“To do this, we need to deliver a network that is known for a great customer experience and, again, holds true to the brand personality points,” she said.
“We need to demonstrate that we are worthy of their consideration and custom. We also need to own our French roots.
“We are the only brand that can boast an all-French designed, engineered and built product. All of our line-up has this true French tenet – and if we get it right, then we will become a marque that is considered by a much broader audience.”
By Terry Martin
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