15 December 2007

Where They Sell. Case Study: France

Three brands considered: Renault, Peugeot Citroen.

Renault: It’s home market share from 2001 forward has dropped from up to 27% to 22% and West European (WE) share slumped from 10.5 to 7.5%. It’s home market / WE split is about 38/62. It’s home sales are about 25% of world sales, and sales outside WE are 36%. Sales are falling in WE and it needs to broaden it’s world sales, which it seems to be trying to do. For it’s long term benefit, the sooner the better.

Peugeot: It’s home market share from 2001 forward has dropped from nearly 21% in ’01 to 17% in ’07. WE share down from 9 to 7%. It’s home market / WE split is about 33/67. It’s home sales are about 20% of world sales, and sales outside WE are 39%. More balanced in worldwide sales than Renault but still could be broader .

Citroen: It’s home market share from 2001 forward has been about 13%. WE share 6%. It’s home market / WE split is about 30/70. It’s home sales are about 21.5% of world sales, and sales outside WE are a poor 27%. Far too reliant on WE.

Combined: The three brand’s home market share has dropped from about 60% to around 52% from ’01 to ‘0. WE share also dropped from about 26% in ’02 to 21% now. Their home market / WE split is about 35/65. Their home sales are about 22% of world sales, and sales outside WE are 35%. Renault, Peugeot & Citroen rely too much on WE.

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