[Aika Auto Industry News Original]
Recently, there have been domestic media reports that DPCA, a joint venture between Stellantis Group and Dongfeng Group, may usher in structural adjustments in March this year. After this adjustment, dongfeng citroen will be led by the Chinese side in the future, Dongfeng Peugeot will be led by the French side, and the current DPCA will be retained as the production base of the two brands and maintain the existing share ratio. According to insiders, Dongfeng internally called the plan a "two-bedroom, one-living room" model.
It is reported that Stellantis Group will announce a new strategic plan for the future in China on March 1, and the information that has been revealed is that it plans to increase its stake in GAC FCA by 25%, thereby increasing its shareholding ratio from 50% to 75%, and will also adjust the joint venture company of the original PSA (the former parent company of Peugeot and Citroën) in China. Previously, relevant sources revealed that the current plan formulated by Stellantis Group and Dongfeng Group is that Dongfeng Peugeot will be controlled by the French side in the future, and the corresponding French side will increase the share ratio to 75%; while Dongfeng Citroen is controlled by the Chinese side, and the corresponding Chinese side will increase the share ratio to 75%. The current DPCA will become the production base of the two brands in the future. However, the news has not yet been officially confirmed.
Since the Peugeot and Citroën brands broke the record in 2015 with sales figures of 704,800 vehicles, the overall market performance has begun to decline year after year. In order to reverse the situation, DPCA has successively released the "Yuan" revival plan and the "Yuan +" plan, one of the important measures is to strengthen the dual-brand collaborative development strategy - that is, Dongfeng Citroen and Dongfeng Peugeot dealers merged to establish dual-brand stores. If the plan mentioned at the beginning of this article is finally implemented, it will undoubtedly announce the official termination of the previous dual-brand store plan.
As of the release of this article, DPCA has established 72 dual-brand stores nationwide, and since its operation, the average sales volume of dual-brand stores is higher than that of single-brand stores. However, from a negative point of view, dual-brand stores are bound to weaken the differences in the positioning of peugeot and Citroën brands themselves. In addition, dual-brand stores also mean greater investment for each dealer. However, if The Stellantis Group adjusts its future development strategy at this time, the dealer network and channels will also face a significant adjustment.
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