Peugeot 2018’de Pazar Payını Nasıl Yükseltti?

2017 yılında 956 bine kadar yükselen otomobil ve hafif ticari araç toplam pazarı 2018 yılında bir milyonluk satış rekoru beklentisi ile başlayıp %35 düşüş ve 620.937 toplam satış rakamı ile kapandı. Bu zorlu yılda Peugeot, 24.905 binek, 5.247 hafif ticari olmak üzere toplam 30.152 araç satışı gerçekleştirerek pazar payını %4.2’den %4.9’a çıkarma başarısı gösterdi ve pazar payını en çok artıran dördüncü marka oldu. Bu sonuçlarla birlikte toplam satış sıralamasındaki yerini iki basamak yükseltme başarısı da gösteren Peugeot 7.liğe yerleşti. Binek araç pazarı satış sıralamasında da iki basamak yükselen Peugeot %4.1’den %5.1’e yükselttiği pazar payı ile 8.liğe yerleşti.

Bu başarının temelinde, pazar dinamiklerine ve ihtiyaçlarına paralel uygulanan ticari politikalar, müşteri memnuniyetine verilen önem ve iş süreçlerinin daha müşteri odaklı olmasının büyük payı olmuştur. Ayrıca son yıllardaki SUV atağının ve geniş ürün gamının da bu başarıda payı vardır. Özellikle sınıfının standartlarını yeniden belirleyen SUV Peugeot 3008 satış rakamları ile yılı segmentinin podyumunda kapattı.

 

Peugeot Türkiye Genel Müdürü İbrahim Anaç yapmış olduğu değerlendirmede: “ 2018 yılı otomotiv sektörü için oldukça zorlu geçti. Biz tüm bu olumsuz ortama rağmen olumlu sonuçlar elde edebilen birkaç markadan birisi olduk. Gösterdiğimiz performansla 2013-2018 yılları arasında pazar payımızı iki katına çıkarmış olduk. Bu başarı, grubun hayata geçirmiş olduğu işletme verimliliği iyileştirmesi ve ekiplerimizin Push to Pass planına odaklanmasının yansımasının bir göstergesidir. 2019 yılında da yeni modellerimiz ve yetkili satıcı teşkilatımızın katkısıyla her geçen gün karlı ve sürdürülebilir büyüme koşullarını iyileştirmeye devam edeceğiz.


2019 yılınd temkinli iyimser bir yaklaşımla otomotiv pazarın 520 bin civarında olacağını öngörüyoruz. Bu yılda pazar dinamiklerine ve ihtiyaçlarına paralel olarak uygulayacağımız ticari politiklar ve müşteri memnuniyetine verdiğimiz önem ve iş süreçlerimizi daha müşteri odaklı yürüterek pazar payımızı artırmaya devam etmek istiyoruz.”

Peugeot, Push to pass stratejisi çerçevesinde 2021 yılına kadar %8 Pazar payı, satış sıralamasında ilk 5 markadan biri olmak ve ithal markalar arasında ise 2. sıraya yerleşmek gibi hedeflerden oluşan orta vadeli planlarını başarıyla sürüdürüyor.

 

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