- PSA Peugeot Citroën unit sales up 4.3% to 2,939 million vehicles in 2014 compared to 2013
- China now the Group’s largest market, with unit sales up 31.9% to 734,000
- Strong growth in Europe,with 1,761,000 vehicles sold, for an increase of 8.1%
- Worldwide success for the entire PEUGEOT product range: globalisation of models that end in 8 and successful move upmarket with a strong contribution from the PEUGEOT 308 and the PEUGEOT 2008 and 3008 crossovers
- Good performance from CITROËN-brand models: the new CITROËN C4 Picasso is the European leader in the MPV segment, the CITROËN C4 Cactus has exceeded objectives since launch and the C-Elysée has been resounding success in China, where it is Dongfeng Peugeot Citroën Automobile’s (DPCA’s) best-selling model with more than 100,000 units sold
- Global launch of DS as the Group’s premium brand
- Tangible results from the Group’s inventory reduction initiatives, with inventories at end-December significantly lower than initially expected
Europe
The Group sustained its results in a growing, yet fragile market.
- Group sales in Europe rose 8.1% year-on-year to 1,761,000 units, reflecting the favourable market reaction to the Peugeot 308, voted 2014 car of the year (56,900 units sold), and the positive results of the CITROEN C4 Cactus.
- Registrations of PEUGEOT-brand vehicles increased by 6.2% to 952,000 units. The range’s updated and consistent model line-up, combined with the dealership network’s management of net pricing and a high standard of service quality enhanced the brand’s attractiveness and helped it deliver robust, profitable growth. Peugeot gained 0.3 points in the consumer sales channel, a benchmark indicator.
- CITROËN outperformed the market while focusing on the most profitable distribution channels, with registrations up 7.2% to 689,000 units and market share gains in France, the United Kingdom, Spain and Germany. This positive momentum was driven by the brand’s successful product offensive, headed in particular by the new C4 Picasso, the European MPV leader with 120,000 units sold in 2014, and the year’s three successful model launches: the new Jumper introduced in April (31,000 units sold), the new C1 (41,000 units sold) and the C4-Cactusintroduced in June (42,000 units sold).
- DS registrations in Europe totalled 85,900 units. The brand is concentrating on profitable sales channels to preserve its models’ long-term resale value. In addition, 61 dedicated points of sale (58 DS Salons and three DS Stores) have been opened. The year was shaped by a technological offensive that included the introduction of six new powertrains and a new Xenon Full-LED signature.
China and Southeast Asia
The PEUGEOT, CITROËN and DS brands all set new sales records in China, which is now the Group’s largest market.
- The Chinese market again expanded significantly, with demand up 11,5%. The Group achieved unit sales of 734,000, lifting its market share to 4.4% from 3.6% in 2013.
- The PEUGEOT brand had another record year with unit sales rising 43.1% to 386,565, the strongest increase among the market’s top 20 players.The PEUGEOT 3008 and 2008 fully benefited from growth in the SUV segment and accounted for a third of Dongfeng Peugeot’s sales. In the C segment, which represents 52% of the Chinese passenger car market, the new Peugeot 408 got off to a quick start with 30,943 units sold in four months. The brand also added 100 dealerships to its network in 2014.
- CITROËN also outpaced the market, setting a new sales record with growth of 14.3% to 320,000 units sold. China now accounts for more than one out of four CITROËN sold worldwide and has confirmed its status as the brand’s leading market, ahead of France. This performance was driven in part by the success of recent launches, including the new CITROËN C-Elysée, Dongfeng Citroën’s best-selling model with more than 100,000 units sold in 2014, and the Citroën C4-L, which sold 66,000 units during the year.The brand extended its line-up in December with the introduction of the C3-XR SUV. The year’s performance was also supported by Dongfeng Citroën’s increasingly tight-knit and well-respected dealership network, which ranked first in JD Power’s 2014 China Sales Satisfaction Index (SSI) study.
- Sales of DS-brand models have taken off in China, for a total of 26,000 units in 2014, thanks to a premium line-up comprising three models produced in Shenzhen and launched just one year ago: the DS5, the DS 5LS and the DS 6. At the same time, the brand has actively developed its distribution network with 80 DS Stores covering China’s 60 largest cities. China now accounts for 22% of the brand’s worldwide registrations, versus 2% in 2013.
Eurasia, Latin America, Middle-East & Africa, Asia-Pacific
In the rest of the world, the market environment was difficult in 2014 due to a decline in automobile sales and unfavourable exchange rates.As a result, PSA Peugeot Citroën focused on profitability by applying a rigorous pricing policy.
- In Eurasia, the Group put an emphasis on local production of the PEUGEOT 408 and the CITROËN C4 Sedan, which together captured 8% of their segment in Russia with 6,500 and 9,000 units sold, respectively.
- In Latin America, in a difficult economic environment, the Group recorded 200,000 units sold and strengthened its position in Argentina, achieving a market share in that country of 15.1%. Recent launches delivered results, with 49,000 units sold for the PEUGEOT 208 and more than 13,000 units sold for the CITROËN C4 Lounge. Sales of the Citroën C3 held up well, at 35,300 units.
- In the Middle-East & Africa, priority was given to improving profitability in an unfavourable currency environment. The Group maintained strong positions in numerous countries, leading the market in Tunisia and France’s overseas departments and ranking second in Morocco. Peugeot was the second best-selling brand in Algeria and achieved strong growth in Egypt, with unit sales up 77%.
The PEUGEOT 301 and CITROËN C-Elysée were again the leading models in 2014, with 30,400 and 14,800 units sold, respectively.Launched during the course of the year, the flagship PEUGEOT 2008 and PEUGEOT 308 achieved unit sales of 8,400 for the first and 7,400 for the second. Sales of light commercial vehicles increased year on year.
- The India-Pacific region saw an increase in sales with the successful launches of the PEUGEOT 2008 (1,000 orders in 3 months), the PEUGEOT 308 (3,200 units sold) and the CITROËN C4 Picasso (1,450 units sold).
Commenting on these results, the Chief Executive Officers of the three brands made the following remarks:
Maxime Picat, Chief Executive Officer, PEUGEOT Brand: “In terms of sales, 2014 was a year of success for PEUGEOT, with a 5.4% increase in worldwide unit sales and remarkable growth of more than 43% in China. It was also a success for our drive to globalise models that end in 8, as seen in strong demand for the 308 and the 2008 and 3008 crossovers. This situation allows us to look towards 2015 with confidence.”
Linda Jackson, Chief Executive Officer, CITROËN Brand: “2014 was a very vibrant year for CITROËN, with a double title in the FIA World Touring Car Championship (WTCC), sales growth of 4% and four launches that embody the brand’s renewal. More than ever, CITROËN represents creativity and technology, combined to promote well-being.”
Yves Bonnefont, Chief Executive Officer, DS Brand: “In June 2014, we affirmed our ambition to make DS a global premium brand through a long-term strategy based on enriching our line-up and deploying internationally. In 2014, DS took off in China, with the successful launch of our two new models.”
Appendices
| Worldwide Automobile Sales (in thousands of units) | |||||||||
| REGION | Brand | 2013 Unit sales |
2014 Unit sales |
% | % change | ||||
| AV | China & Southeast Asia | Peugeot | 277,918 | 393,508 | 13.39% | 41.59% | |||
| Citroën | 281,110 | 321,602 | 10.94% | 14.40% | |||||
| DS | 4,818 | 26,978 | 0.92% | ++ | |||||
| PSA | 563,846 | 742,088 | 25.25% | 31.61% | |||||
| Eurasia | Peugeot | 40,700 | 23,765 | 0.81% | -41.61% | ||||
| Citroën | 31,931 | 19,198 | 0.65% | -39.88% | |||||
| DS | 1,767 | 867 | 0.03% | -50.93% | |||||
| PSA | 74,398 | 43,830 | 1.49% | -41.09% | |||||
| Europe | Peugeot | 878,950 | 965,090 | 32.84% | 9.80% | ||||
| Citroën | 643,023 | 709,710 | 24.15% | 10.37% | |||||
| DS | 106,691 | 86,044 | 2.93% | -19.35% | |||||
| PSA | 1,628,664 | 1,760,844 | 59.92% | 8.12% | |||||
| India-Pacific | Peugeot | 15,049 | 16,933 | 0.58% | 12.52% | ||||
| Citroën | 3,208 | 3,961 | 0.13% | 23.47% | |||||
| DS | 2,705 | 1,456 | 0.05% | -46.17% | |||||
| PSA | 20,962 | 22,350 | 0.76% | 6.62% | |||||
| Latin America | Peugeot | 182,943 | 120,857 | 4.11% | -33.94% | ||||
| Citroën | 115,670 | 77,827 | 2.65% | -32.72% | |||||
| DS | 4,058 | 1,185 | 0.04% | -70.80% | |||||
| PSA | 302,671 | 199,869 | 6.80% | -33.96% | |||||
| Africa & Middle-East | Peugeot | 155,996 | 114,513 | 3.90% | -26.59% | ||||
| Citroën | 68,384 | 52,936 | 1.80% | -22.59% | |||||
| DS | 2,655 | 1,942 | 0.07% | -26.86% | |||||
| PSA | 227,035 | 169,391 | 5.76% | -25.39% | |||||
| Total | Peugeot | 1,551,556 | 1,634,666 | 55.62% | 5.36% | ||||
| Citroën | 1,143,326 | 1,185,234 | 40.33% | 3.67% | |||||
| DS | 122,694 | 118,472 | 4.03% | -3.44% | |||||
| PSA | 2,817,576 | 2,938,372 | 99.98% | 4.29% | |||||
| CKD | China & Southeast Asia | Peugeot | 1,119 | 527 | 0.02% | -52.90% | |||
| PSA | 1,119 | 527 | 0.02% | -52.90% | |||||
| Africa & Middle-East | Peugeot | 0 | 0.00% | 0.00% | |||||
| PSA | 0 | 0.00% | 0.00% | ||||||
| Total | Peugeot | 1,119 | 527 | 0.02% | -52.90% | ||||
| PSA | 1,119 | 527 | 0.02% | -52.90% | |||||
| AV + CKD | Peugeot | 1,552,675 | 1,635,193 | 55.64% | 5.31% | ||||
| Citroën | 1,143,326 | 1,185,234 | 40.33% | 3.67% | |||||
| DS | 122,694 | 118,472 | 4.03% | -3.44% | |||||
| PSA | 2,818,695 | 2,938,899 | 100.00% | 4.26% | |||||
Top 10 markets – Group (in thousands of units)
| China | 734,119 |
| France | 637,682 |
| United Kingdom | 255,036 |
| Spain | 158,642 |
| Italy | 144,355 |
| Germany | 124,653 |
| Belgium and Luxembourg | 95,289 |
| Brazil | 86,959 |
| Argentina | 84,371 |
| Netherlands | 64,922 |
Top 10 markets – Peugeot Brand (in thousands of units)
| China | 386,568 |
| France | 347,091 |
| United Kingdom | 139,810 |
| Italy | 82,579 |
| Spain | 82,294 |
| Germany | 61,857 |
| Argentina | 61,740 |
| Belgium and Luxembourg | 50,335 |
| Algeria | 41,802 |
| Netherlands | 41,729 |
Top 10 markets – Citroën Brand (in thousands of units)
| China | 320,813 |
| France | 259,220 |
| United Kingdom | 90,943 |
| Spain | 71,425 |
| Italy | 57,309 |
| Germany | 55,476 |
| Brazil | 49,249 |
| Belgium and Luxembourg | 40,976 |
| Argentina | 22,366 |
| Netherlands | 21,290 |
Top 10 markets – DS Brand (in thousands of units)
| France | 31,371 |
| China | 26,738 |
| United Kingdom | 24,283 |
| Germany | 7,320 |
| Spain | 4,923 |
| Italy | 4,467 |
| Belgium and Luxembourg | 3,978 |
| Switzerland | 2,013 |
| Netherlands | 1,903 |
| Japan | 970 |