SOCHAUX, France – Peugeot is hoping a complete makeover of its mid-sized hatchback will help turn the struggling French automakers fortunes around – and dent the market dominance of its German rival Volkswagen.
But a lot is riding on the new 308s success: Peugeot SAs sales show little sign of recovery in a stagnant European market and the carmaker has had to cut costs significantly, including closing down a plant.
However, the companys chief executive, Maxime Picat, said in an interview last week on the production line for the new 308 that all the elements for a rebound are in place: new products, cost-cutting, and signs that demand is slowly recovering after years of slumps.
The company, like many other European carmakers, is reeling from years of falling sales as consumers hang on to their old cars amid high unemployment and recession. In July, parent company PSA Peugeot Citroen reported a first-half loss of $568.2 million.
Picat said Peugeot thought that slide in demand was slowing and the second half of the year would show some improvement. Car sales in the European Union fell 6.6 percent in the first half of the year as compared to 2012; they were down 11.3 percent at Peugeot.
Picat stressed, however, that Europes car market will struggle for a long time. U.S. manufacturers are rebounding.
Dont expect those kinds of results from Europe, he said.
Its very unlikely that we can recover, in the short term, the level of 2007 before the crisis hit, he said.
To offset the dire state of Europes car market, Picat said Peugeot is actively looking outside the continent where it has traditionally made most of its sales. It hopes to do half of its business outside Europe by 2015, he said.
On top of Europes economic problems, Peugeot and other French manufacturers have to face a local challenge: The cost of making cars in France is much higher than in countries such as South Korea and neighboring Germany, which have succeeded in cutting production overheads.
Peugeot has tried to surmount that problem in two ways: It is shutting down an uncompetitive plant north of Paris and has also tried to market some of its cars to higher-end customers so they can sell for more.
Competitor Renault, by contrast, has faced the high costs head on, negotiating a more flexible contract with its unions. Picat said that Peugeot was also considering pursuing such an agreement, but he would not go into details.
The 308, which will be officially unveiled at next months Frankfurt Motor Show, is Peugeots answer to the VW Golf and squarely in the Everyman range.
The company plans to produce 150,000 of the 308s for the European market in 2014 with the rest of the world at later date.
It has a hard drive ahead to take on Volkswagen: last year the German auto giant sold 870,474 Golfs worldwide.
Picat stressed that the new 308 is not the only weapon in the French companys arsenal, noting that it is ramping up production of its new 2008.
It had planned to make around 70,000 of the crossover vehicles each year, but has already pushed that number to more than 100,000.