Peugeot CEO Imparato: ‘The world is changing now’
Visiting the Brussels Motor Show, Jean-Philippe Imparato, CEO of the French car manufacturer Peugeot, sees the car world changing rapidly. His answer is threefold: “be serene, stay simple, continue to enjoy”.
“The world is changing now”, he starts his 40 minute passionate ‘discours’, ” it may be a shaky ride but it’s also very exciting and we have to keep the passion for what we do and what we produce.”
TCO for everyone
“At the moment I’m obsessed by the residual value, also for electric cars. The way people look at cars is changing and the TCO (total cost of ownership) will become all important, also for individual buyers. The car ecosystem changes, in the future everything will be what we call B2B now. That has also a big impact on service and distribution.”
“The WLTP transition was no problem for us. There was no rupture in deliveries whatsoever. We want to be absolutely compliant with the rules, from an ethical point of view (no trade-off between people’s health and profits) as well as from a fiscal standpoint. We don’t want to pay one euro of CO2 fines, we prefer to give that money to the client.”
“Peugeot has to make a clear statement. Our company has 208 years of history, I want to prepare the next 200 years. If you think two years ahead, you’re dead. You have to think at least 20 years ahead. We’ve never missed a technical (r)evolution, we won’t do that now.”
The message of Peugeot is very simple: buy a Peugeot and choose your way of propulsion. All Peugeots have to be attractive because they are Peugeots, thanks to our multi-modal and multi-energy platform the client chooses the propulsion system that fits him best. That’s true for personal cars as well as commercial vehicles.”
Where are the chargers?
“There are ample possibilities to enjoy driving at 49 g/km CO2. In Geneva our show booth will be totally electrified, in fact the energetic transition is already behind us, the elephant in the room is the infrastructure. Where are the promised charging stations? Our products are ready!”
“We will have to draw a new mobility system without a rupture with the old one. We need flexibility and a gradual transition from ICE to EV. That demands a lot of flexibility also from the manufacturers.”
Distribution is key
“The retail side of the business will completely change. We will have to be very competent in the second hand market because of the buy-backs. The second hand market is very interesting, you create your own offer, but very complicated.”
“We will have to be ready for the electric after market and the digital and autonomous car are also coming. Also in the second hand business CO2 will be important, we have to monitor our stocks everywhere and react with a swiftness until now unknown in this PSA Group. It’s a risk but also a big opportunity, the fastest and cleverest will survive.”
“We’ve already launched our (successful) Free2Move car sharing platform within PSA Group, a separate company that wants to be in on every mobility system, be it B2B, B2C or even C2C. PSA is trying to deploy as many systems as possible as soon as possible.
Pleasure and passion
At the Paris Motor Show, Peugeot showed E-Legend, a sporty electric car in a modernized version of one of its design icons, the Peugeot 504 Coupe from the 70s. The public reaction has been overwhelming.
“Since Paris I’ve been asked practically every day to really produce the E-Legend. Technically we can do it without a problem, but at the moment I don’t want to spend 250 million euro on it, the more if we will have to ask more than 80.000 euro for it.”
“The answer on the pleasure/passion side is not necessarily (or solely) the E-Legend. The answer you will already see in Geneva. In Switzerland we shift to second gear, at Peugeot we have never missed a turn when technology is concerned, we won’t do it now.”