Managing Two Brands for Success: Peugeot and Citroën

Abstract

The history of PSA Peugeot Citroën has been marked by acceleration. Success of recent models of both brands Peugeot and Citroën in Europe, but also in more remote countries, has now made PSA Peugeot Citroën recognized as a key player of the automobile industry. In 2004, with world sales of 3 375 300 cars, PSA Peugeot Citroën was clearly the Number 2 car manufacturer in Europe. This situation, marked by a volume growth of 48 per cent between 1998 and 2004, attracted renewed attention on the Group and a strong desire to understand its factors of success.

PSA Peugeot Citroën will continue its strategy ofinternal growth, and willlaunch attractive Peugeot and Citroën vehicles with diffe rentpersonalities that draw upon the Group’s innovative capacity and bring customers attractive, high-performance cars that respect the environment.