Peugeot to put passion first

The new Peugeot RCZ coupe, due to arrive in New Zealand mid-year, sports a 'reinvigorated' image designed to excite car-buyers. Photo / Supplied

Peugeot NZ has a new boss and will get a sexy overhaul for its 200th birthday.

Grant Smith - general manager of distributor Sime Darby Automobiles NZ - is fresh from Porsche and fizzing at the challenge of re-energising Peugeot and lifting sales for his other brands: Chrysler, Jeep, Dodge and Mopar.

In France, Peugeot's logos changed overnight, but we will see a slower metamorphosis, increasing in momentum from March as new models arrive. Smith admits a bit of passion is needed after a recession-led focus on numbers, and with a line-up that stresses practicality over emotion.

The sharper image will arrive with the new 3008, the 308 update, and the RCZ coupe, all due mid-year.

Mr Smith says "this is not a rebirth but a reinvigorate", so he's perusing Peugeot's wider range. In Europe it is well-known for its broader product portfolio, and we could see several new elements sold here, such as bicycles and electric mopeds to deliver modern transport solutions.

Smith admits he may not sell many of them, but he doesn't care - as long as customers connect to Peugeot's history and its livelier image.

As for his other brands, they may have a different focus, but Smith says they'll benefit from a similar retail approach. "There are a lot of synergies and some strategies - like value-added or those linked to unique character - will work across the brands."

Meanwhile, he expects a slow lift in sales as the year progresses and is banking on consumer confidence returning mid-year.