Peugeot 2008- Yet to Engage its First Gear in Pakistan

Lucky Motor Company (LMC) in addition to assembling Kia, teamed up with French automaker Peugeot– which is part of Stellantis Group, to launch a range of vehicles in Pakistan

LMC began rolling off the Peugeot 2008 crossover in December 2021 in the same facility in Karachi where it assembles other Kia cars locally. The vehicle was launched in January & was open for booking with 2 variants available– Active and Allure, priced at PKR 52.5 lac and PKR 58.5 lac respectively. The Peugeot 2008 was put on display at 8 Peugeot 3S dealerships in 6 cities across Pakistan.

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A couple of months later, the company organized a huge event at its plant in Karachi where a large number of media representatives, dealers and other key personalities were invited. A test-drive experience was also provided on the same track where local assembled Kia vehicles are tested. Some say the marketing exercise was organized a couple of months after launch, since the European brand wasn’t able to receive the sort of attention the company was anticipating.

Now 6 months after Peugeot 2008 has been launched, we still get to see “sponsored content” published in across media portals, reading one gives an impression as if the car has just been introduced in the market. The European crossover is indeed impressive, the looks, drive comfort, features & build quality are far superior than most of the locally assembled lot. However it makes us wonder why Peugeot 2008 despite being launched over 6 months ago, is still “ready to make its mark” instead of already making an impact in the market.

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LMC enjoyed huge success with the launch of Kia Sportage back in 2019, but it hasn’t been the case with Peugeot 2008. There are multiple reasons behind the lackluster performance of the French crossover in our market. First is the price, being a B-segment crossover with a 1.2L turbo engine under its hood, it shouldn’t be priced in the same league as the C-segment Kia Sportage. Yes LMC wants to pitch Peugeot as a premium brand, but in actuality its just like any mainstream car brand out there & perhaps the public hasn’t accepted Peugeot as a premium brand altogether.

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