PHOTO CAPTION: PSA Peugeot iON used in Auto Bleue carshare in Nice, France.

PSA Versus Renault in Electric Car Sales Strategy

Two French carmakers experiment with different approaches to getting their countrymen into their respective electric cars.

Published: 28-Aug-2012

Peugeot And The iOn: While the news about Peugeot’s financial health hasn’t been favorable to the company, its electric iOn has remarkably sold well. Indeed, the Mitsubishi i MiEV rebadged by Peugeot as an iOn and Citroen as a C-Zero have been sold out, as we mentioned in our article: Mitsubishi i MiEV Shipped 100,000 To Peugeot And Citroen Peugeot is proud to announce this as all three companies re-evaluate stocks, inventory and determine how many more electric cars they can sell.

In fact, according to the local Peugeot dealership in Nice, France in my stay abroad, the dealership was quick to point that they were sold out. Asked to clarify, the salespeople reported the iOn was a frank success. According to them, people flocked to buy it and still come in to see if they can purchase one. What came out of our talk was the interesting strategy Peugeot chose to follow.

Car As A Disposable Locomotion: Sold for about 11,000 Euros, including government incentives, the all-electric iOn sold very well, as would be expected at this price. That would translate to about $13,700, albeit it cars have traditionally been cheaper in Europe than in the US. What was interesting was that Peugeot chose to sell the car as a small investment vehicle, knowing well another would replace it in a few years. In other words, Peugeot chose to sell its iOn as an entry-level car for city dweller on a budget.



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