Five-year plan for CSA: Focus on Peugeot brand in 2017

CSA held a strategy meeting with its dealer network, investors and stakeholders this week, where the company’s five-year-plan was rolled out.

001-off-my-wheelsBrian Joss – Three key messages were shared:

  • The focus from 2017 will be on the Peugeot Brand
  • The re-launch of the brand, will be kept within the PSA core values
  • Three new products will be launched during 2017 (two of which will be SUV’s), with continued product introduction of at least one model a year from 2018 onwards.
The Peugeot 2008 SUV: arriving in March. Picture: Motorpress
The Peugeot 2008 SUV: arriving in March. Picture: Motorpress

“This entire plan is in line with the Push To Pass plan/strategy of the PSA Group”, commented managing director, Francis Harnie.  “It was confirmed that South Africa is a key market in the development strategy for the brand in the Middle East/Africa region.

Our challenge lies in developing a sustainable and profitable business model for all parties.

“We will focus all our resources on retailing the Peugeot brand which will assist in higher brand awareness, brand image, and increased competitiveness, said Harnie.

A full aftersales and parts delivery service to our Citroën and DS customers will remain a priority ensuring that those customers will not be neglected

in any way.”

“With a car park of around 15 000 Citroen and DS vehicles in South Africa, these customers are important to us and we will not let them down.” he said.

Exciting times lay ahead for the Peugeot brand in South Africa with the introduction of three brand new models being launched in 2017. The new 2008 SUV will be introduced in March, the much anticipated new 3008 SUV will be launched in May and the nine-seater Traveller is expected in September. In line with the 5-year plan, there is a guarantee of at least one brand new model launch each year from 2018.

Meanwhile news just in is that the Citroën brand will be discontinued at the end of the year.

However, Peugeot-Citroën South Africa (PCSA) will continue to honour warranties and service plans of its existing Citroën customers through its PCSA dealer network, but has stopped importing new vehicles, which include the C1, the C4 Cactus, DS3, C4 Picasso and Dispatch Multispace.

PCSA spokesperson Toni Herbst says they will continue to import Peugeot vehicles.

Citroën arrived in South Africa as an importer in 2001 and became a subsidiary of PCSA France in 2010. The earlier  Picasso did reasonable well, while new C4 Cactus was a finalist in the South African Car of the Year competition. Naamsa figures show that Citroën sold 789 cars in South Africa last year, and the 2016 sales decline country wide squeezed the niche brand even more.

In the last 10 years about 15 000 Citroën and DS vehicles have been sold in South Africa, said Herbst, who said servicing and parts supply will continue for the cars still in  use.

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