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Peugeot Brand General Manager in Russia Frederick Vyuran Peugeot Brand General Director in Russia Frederic Vyuran Peugeot Brand Director in Russia Frederic Vyuran
We met with Mr. Vuharan today in one of the capital's dealerships of the brand, where his first official appearance at the new post took place. Speaking in an interview with reporters about the positive and negative aspects of the Russian market, Frederic Vuharan noted that his strength was his potential that was not yet fully revealed. And then he lamented that competitors were also aware of this.
Mr. Vyuran, the Peugeot brand in Russia under your predecessor emphasized the promotion of the 408 sedan, which is going to Kaluga. In your opinion, is the practice of allocating a budget car from the line of the brand brand vicious for promoting other models? Will the brand eventually become associated with a manufacturer of cheap cars?
Peugeot never offered budget cars. It is more correct in this case to say that our cars are created for the middle class. In addition, our offer is complemented by premium cars, such as the RCZ Coupe and 508GT. I personally ride the 408th model, I often get out of town on it. And I sincerely believe that this sedan is exactly what the Russians need. If you try to summarize, then we offer adapted cars for everyone at a reasonable price.
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Russians can already order Peugeot 301 with an automated gearbox Russians can already order Peugeot 301 with an automated gearbox Russians can already order Peugeot 301 with an automated gearbox
In general, in my opinion, the head of Peugeot in the Russian Federation changes quite often. If the actions of your predecessor, who came to us three years ago, were correct, what was the idea of the change this time? What are your challenges?
Since childhood, I got used to difficulties, so my current arrival in brand management in Russia in times of crisis is another challenge. In doing so, we will use the entire accumulated potential of the Peugeot dealer network. In the next two years, my colleagues and I will have to take a trump card from the sleeve (now we are thinking what it could be) in order to bring the brand share in the Russian market to 1.5% (against the current 1.1%). At the end of this year, we had to slightly adjust our forecasts - we will sell a little less than 40 thousand cars.
Our market, which was first in Europe, rolled back to third place in the first 9 months of this year. Are you not embarrassed by such inconstancy?
Times are not easy, but we are pleased with the image that has developed in French goods in Russia - they are associated with quality. In addition to the already mentioned 301st and 408th models, let's not forget about the hatchback 208. Equipped with an automatic transmission ETG, it is able to revolutionize the market. In any case, in France this car of segment B has already become a sales leader among classmates.
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Not far off is the appearance in our country of the new Peugeot 308. Will it be possible to keep the price tag for the car at the same level, given its greater adaptability?
This is a completely new car, and when they try to compare it with the standard Volkswagen Golf, we have nothing to blush about. The final price for it has not yet been determined, but, believe me, it will be in the market.
You previously ran the Peugeot retailer in France. You probably already managed to get acquainted with the expansion of the geography of Peugeot sales in the Russian Federation. Are you satisfied with the pace of brand promotion in the regions?
At the moment, we are represented in 56 cities of Russia. Our network will undoubtedly continue to develop, but for me this moment is much more important than the growth of this number, but the stability and profitability of already opened dealerships.