Test-driving Cebu’s market
French carmaker Peugeot’s new dealership, its 4th so far, targets 30% of sales nationwide
BEING the fourth dealership to open in the country, Peugeot Cebu is expected to deliver 30 percent of Peugeot Philippines’ sales target, the carmaker’s Asian operations commercial director said.
Jean Yves Dossal, who was present at the formal inauguration of Peugeot Cebu Thursday, said Peugeot Philippines is targeting sales of 1,000 units for 2013 and 10,000 units within five years.
He told Markane Earle Goho, Gateway Motors president and official distributor of Peugeot in Cebu, that he was welcome to sell above the target. He is confident in what he has seen so far, praising the local dealership’s strategy of opening up a showroom at the SM City Cebu and other marketing efforts made to promote the brand.
“Buyers now don’t want to go to the dealership first. They go to the Internet and confer with their family members and friends. At the mall, they can go have a look and feel free to ask questions,” he noted.
Premium brand
Goho said that one of the things they introduced to the market was trade-in deals, which is what they have been doing with the other car brands Gateway Motors is offering.
So far, the Cebu dealership has sold almost 100 units. Goho said their belief in the Peugeot brand and its diesel engines convinced them this was a brand they were willing to invest in, saying Cebuanos will appreciate its quality features for dieselpowered cars.
With Peugeot being one of the top diesel manufacturers, they felt the growing demand for diesel engine cars could be served by the brand.
His brother Michael, executive vice president of Gateway Motors, assured clients can ex- pect the best service from their branch.
The Gohos also cited that Peugeot’s premium cars are being sold at competitive prices, the lowest being P1.4 million.
They are currently offering four models—the 3008 cross- over SUV, the 508 executive sedan, the 5008 compact van and the RCZ sports car. The dealership comes with after-sales support to assure customers that maintenance will not be a problem.
The Cebu dealership is the fourth in the country, following the ones opened in Las Piñas, Cagayan de Oro and Quirino.
12 this year
Peugeot Philippines intends to open 12 dealerships this year, all of which are full-service dealerships.
They are planning to open dealerships in Pasay, C-5 Pasig, Lipa City, Nueva Edina, Bacolod and Davao City.
All dealerships will offer full services with complete sales, service and after-sales facilities.
Dossal said it was about time they revisited the Philippines, as they have been doing well in surrounding countries in Asia. They hope to duplicate the Malaysia experience in the Philippines, noting its success in the country.
For Dossal, this cannot be done without the right partners, saying each market is different and that unique approaches are needed to fit each locality.
They partnered with Eurobrands Distributor Inc. as the country’s official importer of Peugeot in the country.