The history of Peugeot/Peugeot
They stood side by side, in one hall, at one media event: Peugeot, Citroen, Opel and Fiat models.
Once fierce competitors for control of the European market, today there are four sister brands of the Stellentis group.
The event: the unveiling of the group's updated commercial model series in Europe.
I wonder what cousins Armand and Eugene Peugeot, who presented a steam-powered tricycle at the 1889 World's Fair in Paris, based on the family's bicycle business, would have thought of this display.
Three years later they already launched their first car, with a Daimler engine.
Then they parted business, when Armand founded Peugeot Automobile to accelerate the revolution.
But family is family, and Eugene's great-grandson, Xavier Peugeot, is sitting in front of me.
Vice President of the commercial division of Stellentis is written on his business card, and it also includes the American Ram division, whose large vans we know from the local market, but which produces and sells in North America a version of the division's large van, the Fiat Ducato/Peugeot Boxer/Citroen Jumper/Opel Mobano, under the name Ram Pro Master.
After previously serving as product manager at Peugeot and later at Citroen, today the 59-year-old Peugeot is in the commercial business.
But on his LinkedIn page he specifically states next to his business title: Car Guy.
Peugeot Partner, Opel Combo, Fiat Doblo and Citroen Berlingo: four cars that are one/Stelantis
The importance of the commercial sector in Stellantis will only increase.
You can ride an electric scooter to the office, but you can't transport cargo with it.
The ability to deliver goods to customers is only becoming more and more critical for businesses"
What's the point when I can buy in Israel exactly the same model under four brands?
"Stelantis is a merger of Peugeot-Citroen and Fiat-Chrysler, each of which has many capabilities in this field. The field is very significant for Stelantis: more than a third of the revenue and more than that of the profit comes from the commercial division. We are number one in Europe and South America, and third in the USA.
We expect to be number one in the world in 2027.
The importance of the commercial sector in Stellantis will only increase: a private car driver can sometimes prefer other means of transport.
You can ride to the office on an electric scooter, but you can't transport cargo with it.
The ability to transport goods and deliver them to customers is only becoming more and more critical to business."
When a Berlingo customer realizes that a Fiat Doblo, Peugeot Partner and Opel/Vauxhall combo are the exact same thing, he will buy the one that is the cheapest for him.
"But he will still buy it from us .
It's an asset to have several parallel brands, not a headache.
Customers choose a commercial vehicle first and foremost based on loyalty to the product and the brand.
That way we can have the strongest brand in every major market.
In France it's Citroen, in Germany it's Opel, in Italy it's Fiat and in Britain it's Vauxhall."
And there is another version for each such model, with the Toyota symbol, as part of the cooperation between the corporations. In other areas, the Japanese are tough competitors, but in commercial matters they prefer to buy from you.
"We have a long-term partnership along the entire range of models.
It's a win-win for both parties."
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Ram Rampage/Manufacturer's website
Ram is very strong in its pickups, in North and South America.
Why don't you have a van in Europe?
"There are several types of vans. The American market prefers large vans. We are considering entering the 1-ton van market (such as the Toyota Hilux and Isuzu D-Max - A.E.), which is the most popular in the world, and can be found in any market. Such an electric van can fit Very much for Europe, as for other markets, in light of the air pollution limits for cars. We have not yet made a decision on the issue."
In South America you have small, cheap pickups that are sold, such as the Fiat Strada and Toro, and the Dodge Rampage, which is similar in size to the Ford Maverick that is very successful in the US. Any chance we'll see them in the US or Europe?
"We are considering the development of electric versions of two Fiat models, which could be relevant to other markets. The Rampage is currently only intended for South America. We are also looking at other options, and checking how we can grow with the current variety of models."
Ram 1500 electric
RAM REV 1500 exposure at the New York/RAM exhibition
Electricity is the buzz word today also in the commercial market.
Ram has already revealed in the US the electric 1500 REV and the 1500 Charge Plug-in, which will go into series production next year. But for Europe it is now launching hydrogen-powered fuel cell versions for Ducato and Co., after already revealing versions three years ago Hydrogen for Citroen Jumpy and its equivalents.
The launch of the hydrogen versions is a good headline for the media, but this field is full of question marks: the tools are expensive, the hydrogen itself is expensive and there are too few stations, and repairing them in these vehicles at the end of the warranty costs a fortune. There is a real business here, or an exercise in my relations Public?
"Interesting question.
I was asked exactly the same questions a few years ago about electric versions, if they have a future.
Today they are already 10 percent of the market, which allowed us to capture 40% of the commercial tram market in Europe.
We were ready early and we succeeded.
Now we do it in hydrogen.
It's an addition to streetcars, with more range and quick refueling."
If you manage to find a station to refuel with hydrogen, that is.
"There weren't many charging stations for streetcars at the beginning either.
This market will also rise, we started with a medium van and now a large one.
In France in the Alps region, the local government has established a relatively large number of hydrogen stations and also provides large subsidies.
The initial price for the hydrogen version of the Jumpy was 130 thousand euros.
Today the price already stands at 75 thousand euros, and in thousands the local government subsidizes 37 thousand euros of them.
The sales of streetcars also rose initially thanks to the subsidies, which helped to increase the volume of production and lower the price.
This will also happen in the hydrogen versions.
We are preparing the future.
In trams, customers no longer ask us where to find charging stations, because there are already many, or about charging times, because you can charge to 80% battery in 30 minutes."
Opel Mobano proves its ability to carry Opel Rox.
The largest and smallest commercial of the Walla! group/system, Audi Etzion
"We will offer customers to come to us with a diesel vehicle that has already accumulated mileage, and we will replace its engine and gearbox with a battery and an electric drive system. This will allow customers to get zero emissions at an accessible price"
An opportunity to ask: is it possible to charge every day with fast charging to 100%?
There are claims that this is harmful to battery life.
"There is no problem with that. We are monitoring the batteries. It is a concern that is disappearing."
In the industry, there is talk of a slowdown in the growth in the sale of trams.
yours too?
"We feel it as well, but as always it also depends on the government's support and the ability to offer competitive prices. That is why we are working on the ability to offer customers to convert their existing vehicles to electrics. Let them come to us with a diesel vehicle that has already accumulated mileage, and we will replace the engine and gearbox Its battery-powered gears and electric drive system. This will allow customers to get zero emissions from the exhaust at a much more accessible price."
For all our talk about electricity and hydrogen, you even have gasoline versions in some of the commercials.
"We continue to sell versions with thermal engines, to meet the changing demand. Diesel and gasoline still occupy 90% of sales. This is still the main business, but it will change."
They even introduced a charger version for the Citroen Emi and the tiny electric Opel Rox.
Is there a demand for it?
"Yes, look at some flexibility," Peugeot points to an Opel Mobano parked behind us carrying an Opel Rox in its trunk.
"We want to offer customers all the technological possibilities. These vehicles have a range of 75 km, are cheap, and can be very suitable for emissions-free deliveries in the city.
We are already ready if there is a shift in the market to such tools."
Eugene, Xavier's grandfather (left) and Armand Peugeot (right), who built the family's first car/Peugeot
"The decision to work in the automotive industry was my personal choice. It's a true passion. An adventure that still continues. I'm the eighth generation in the family business, but I'm no different than any other manager in this company"
The success of Stelantis led the competitors to disappear from the market, or join hands: Volkswagen and Ford, the competitors, buy each other commercially.
Nissan relies in Europe on Renault models.
Hyundai and Kia, which have become very strong on the continent, do not bother to offer commercial vehicles there.
The competition is starting to come from somewhere else.
"Aren't the Chinese manufacturers jeopardizing your control in the field?
"The Chinese are also entering the commercial market.
They are already on the podium in terms of sales in countries like Peru, Colombia, Chile and Ecuador.
They are also trying to enter Europe, mainly Germany and Great Britain.
We are ready for this fight.
It's not just the product, it's also the quality, the service, the network of agents and garages.
We will remain diligent and ready."
You carry a very binding name in the industry, surrounded by cars and talking about them since you were a child. Doesn't this field bore you already?
"It will never happen.
I don't know exactly when my interest in this field started, probably as soon as I was born, which is already quite a long time ago now.
But it's a real passion.
for cars and commercial customers.
My energy is still there."
Would you consider a different career?
"Choosing to work in the automotive industry was my personal choice.
An adventure that still continues.
I am the eighth generation of the family business, when the automotive sector at Peugeot began at the end of the 19th century, more than 120 years ago.
Great to be a part of it.
But in this I am no different from any other manager in this company."
The writer was a guest of Peugeot, Citroen, Fiat and Opel in Germany
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