Magazine article Marketing

Peugeot's 106 Boosts Market Share

Magazine article Marketing

Peugeot's 106 Boosts Market Share

Article excerpt

Peugeot's new 106 helped boost its slice of the UK new car market by an astonishing one-third to 9% in November compared with the same month last year.

But Peugeot was one of the few winners in a depressingly bleak month for most manufacturers. Total new car sales were down 14% on November 1990 and almost 30% on November 1989.

TheSociety of Motor Manufacturers and Traders (SMMT) notes that the November total of 100,608 car sales is "the lowest since 1980". The market so far this year is 21.17% down on last year and is likely to finish at 1.6 million units, compared with two million last year and 2.2 million the year before.

The Peugeot 106, indicative of the trend towards small but roomy city cars, sold 1677 units. Launched at the October Earl's Court Motor Fair and dubbed its "surprisingly big smaller car", it went on sale to the public on November 1.

Heavy launch advertising -- TV and press, mainly, through HDM Horner Collis & Kirvan -- has made it the UK's thirteenth best-selling model, although it is still behind the 205 (8) and the 405 (10). …

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