Peugeot Citroen, the French car maker is raring up to enter the Indian market very soon. The French company, which is the only large automaker not present in India, would be using the top-down strategy in the Indian market which was adopted earlier by the big names of Volkswagen and Toyota.
They are aiming to position a premium sedan which will compete with Volkswagen’s Passat before gradually shifting to lower segments. It will, in fact, be a re-entry for Peugeot, which had exited the country more than a decade ago after it suffered consistent losses.
Peugeot is gunning for the launch of their premium sedan - Peugeot 508 in India before the end of year 2012. The car is expected to be shelved in the price segment of Rs 20 to 25 lakh where it will be taking on the likes of not only Volkswagen Passat but also have to compete for space against Honda Accord, Toyota Camry, Nissan Teana and the Superb from SkodaAuto.
Volkswagen, too, had marked an India entry with the launch of the Passat in 2007 before moving onto other models, both in upper and lower ends. After positioning its brand at the premium end, the German major finally launched the Polo (a compact car) in 2010, its cheapest car yet.
Recently, France’s second-largest car maker, Renault, adopted a similar strategy, making a re-entry with the launch of the Fluence premium sedan, in an attempt to shed its image as a manufacturer of the no-frills Logan sedan.
Peugeot is also aiming for a launch in the premium hatchback segment in India, which is also the fastest growing segment in the country. According to sources, the company is looking to enter the segment where models such as Maruti Suzuki Swift, Ritz, Nissan Micra, VW Polo and Hyundai i20 are already present. Primarily, the car company is considering launching Peugeot 107, 206 and 207, currently being sold in European markets.
Sources are saying that Peugeot is now looking at unveiling at least some of its models at the next Delhi Auto Expo in first quarter of 2012.
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