As offering vehicles tailored to customers' lifestyles, including their daily lives, becomes a trend in the global automotive industry, Peugeot is also focusing on sharing the French culture and sensibility the brand pursues with customers, going beyond the automobile experience.
In May, Peugeot partnered with Lehom Resort to run a test drive program for the Peugeot All-New 3008 and All-New 5008 targeting family guests. The aim was to effectively convey Peugeot's distinctive relaxed and practical French lifestyle by allowing customers to naturally experience the vehicles in a space for travel and rest.
Peugeot also expanded its points of contact with customers at IKEA, a popular shopping venue. Throughout June, Peugeot held touring pop-up exhibitions at IKEA stores every weekend. The purpose was to grow brand experience in a space where potential customers with high interest in furniture, interior design, and lifestyle naturally linger.
Lifestyle-tailored marketing departs from the traditional approach of waiting for customers inside showrooms, instead targeting family visitors who are the main weekend customers at furniture stores. In particular, the All-New 3008 and All-New 5008 that Peugeot has put forward embody the value of family SUVs encompassing both daily life and leisure, based on sophisticated design, high space utilization, and a smart hybrid system.
In particular, the All-New 5008, available for purchase in the high 40-million-won range, is regarded as a value-oriented SUV. The All-New 5008 is a seven-seat SUV equipped with a mild hybrid system that provides a comfortable ride. With reduced vibration and noise, including wind noise, it enables comfortable and relaxing driving.
Peugeot also shared the French culture and sensibility the brand pursues through the "Peugeot en Blanc" event held for Lion Heart membership customers. The event, modeled after France's distinctive private outdoor dining and social culture, was held at "The Magu," an exotic complex cultural space in Yangpyeong, offering customers an experience akin to traveling in Europe.
In addition, by combining test drives of the Peugeot smart hybrid lineup running along the North Han River, Peugeot also created opportunities to experience the brand's technological capabilities. Peugeot explained that this was a differentiated attempt that departs from traditional product-centered customer events and instead conveys the brand's cultural value, offering "pride in driving a Peugeot."
"It is difficult to create differentiation through performance and price alone, and what value and culture a brand proposes has become a key competitive factor," a Peugeot official said. "We will expand brand experience by reaching out directly to customers, armed with our long heritage and deep French sensibility."
