Peugeot launches the Peugeot 301 in the Middle East and maintains the momentum of a successful model
The Peugeot 301: a successful international launch, with sales above objectives and production increasing
The launch of the Peugeot 301 in the Pan-Arabian states in the Middle East brings to a close an initial phase of six months in the life of this model, which has seen great success in all of the markets where it has been introduced. Since its international presentation to the press in Turkey and its successive launch in those countries in November 2012, in Algeria and in Eastern Europe and before its launch in the Middle East and Russia, the Peugeot 301 had already won 33 000 customers, well ahead of its initial targets.
This success, greater that expectations, has led to an increase in production of the car at the Vigo plant (in Spain) taking it initially from 75 000 to 90 000 vehicles per annum. The Vigo plant produces the Peugeot 301 for all destinations except China, where the Peugeot 301 will be launched at the end of 2013, bringing considerable extra volume.
A vehicle adapted to the needs of different markets and awaited by the growing dealer networks
The Peugeot 301 is a vehicle that is particularly well adapted to the Pan-Arabian markets in the Middle East and because of this is keenly awaited by the strongly growing dealer networks in the region.
In fact, since signature of the agreement with HHA (Haji Husein Alireza & Co) in Saudi Arabia two years ago, twelve new dealerships have been created to Peugeot’s international standards and on 15 May, Almotawakil, the historical Peugeot importer in the Saudi Kingdom, opened an ultra-modern Blue Box in Riyadh.
In the GCC (Gulf Cooperation Countries), the appointment of selling dealers has been accelerated and training intensified, in view of the arrival of the Peugeot 301.
The Peugeot 301 is at the very centre of the offering in the B and C segments in the Middle East, 90 % of which are of 3-box vehicles. The 1.6 litre EC5 engine with automatic transmission meets the desires of the very great majority of customers and the allocation of vehicles for the region will ensure wide availability of light interior colours, expected by most customers in the region.
Finally, finance offers specially tailored by the importers in the region and their banking partners, together with competitive pricing placing the car centrally in the market, should contribute towards a successful launch of the Peugeot 301 in the Pan-Arabian states of the Middle East, as in the rest of the world.
Towards a doubling of sales in the Middle East by 2015
The launch of the Peugeot 301 will contribute towards a doubling of Peugeot's sales in the Middle East area by 2015 compared to today. Already Peugeot is accelerating strongly in the region, where sales have increased by 53% in the period 2011-2012.