Peugeot Scooters aims to diversify Vietnam's premium scooter segment

France’s Peugeot Scooters was launched in Vietnam in October 2016

Mr. Dang Huy Dong, Deputy Minister of MPI, enjoying riding Django "in Paris".

Xavier Casin, Chief of Representative Office of Peugeot Scooters in Vietnam and Asia Director of Peugeot Motocycles, has shared about the company’s commitment to the Vietnam market in the Vietnam Motorcycle Show 2017 last week.

The French brand Peugeot Scooters was launched in Vietnam last October.

* How is Peugeot Scooters’ brand introduction in Vietnam being rolled out?

We launched the brand in October 2016.

We started local production two months later in December and delivered our first customers on December 15th and 20th in Ho Chi Minh City and Hanoi respectfully, just before Christmas.

We are very happy with our initial results despite of the fact that we have a very limited retail network for the time being, and considering the low season for scooter purchasing in the first quarter of 2017.

Hanoi will be the first city worldwide to open a flagship store with the new brand identity.

More than a showroom to see our products, the store is a location where customers can experience our brand.

Opening such a place in Hanoi shows how important Vietnam market is to our business in the Asia Pacific region, or the company as a whole.

For the time being, we have two locations in Hanoi and Ho Chi Minh City operated by our official importer and distributor.

Two other locations have been opened by independent dealers in Da Nang and Bien Hoa. More stores in the north and south of the country will open in the near future.

Talking about the business performance, our main target this year is to establish Peugeot Scooters as a premium brand in Vietnam where until now there has been a very limited choice in terms of brands or products in this segment.

In comparison, the European market which is much smaller than Vietnam has more than 30 brands in the 125cc segment.

Our target is really to be on the shopping list of those buyers who are looking for scooters in the premium segment within the price range of VND60 million to VND80 million. (US$2,680 -$3,570)

* Your company was at the 2017 Vietnam Motorcycle Show in Ho Chi Minh City last week. Why did you take part in the event?

It was important for us to attend this second edition of the motorcycle show in Vietnam as it is the most important market in the region and we are in the country for the long haul.

We are not a trading company looking for short-term business; we are a manufacturer with a partner who has invested in a factory and distribution network.

We are jointly working on the long term and we have to be here at this motorcycle show to present the brand to Vietnamese consumers in general and specifically in Ho Chi Minh City.        

Mr. Xavier Casin, Chief of Representative Office in Vietnam, Asia Director of Peugeot Motocycles.        

At the show we presented the full range available today.

The main vehicle is Peugeot Django. Django is a scooter with a very strong design that comes from Peugeot scooters from the 1950s: namely S55 and S57, which were popular scooters 50 years ago in France and even in Vietnam.

The design of Django was inspired from those vehicles, and we have a very unique design in terms of colors. All Django models have a two-tone color combination -- white and another color or matt grey and another color -- and this is something that makes us unique in the market.

This scooter is assembled in Vietnam in Dong Nai Province with obviously the same level of quality of any Peugeot Scooter produced in the world. Quality is the main concern of our local team.                

The other vehicle we presented is completely different. When Peugeot’s brand signature is Motion & Emotion, we want our customers to feel emotions not just through design but also through the riding pleasure brought by power and torque of a 400cc engine.

We are talking about Peugeot Satelis 400RS. Satelis is a maxi-scooter imported from France and is actually quite affordable compared to our close competitors in the market.

The purpose of showing this vehicle at the event is to show Vietnamese customers there are other options in the market.

* What are Peugeot Scooters’ plans in Vietnam for this year and the future?

Our partner has a factory in Bien Hoa with very sufficient capacity. So there is no plan for a second factory for the time being.

We will go step by step in expanding the range and the network. We are focusing on bringing more options for customers to choose from within the premium scooter segment whether it be in the retro design, maxi-scooter or sports scooter category.

The plan is to increase awareness of the brand in Vietnam to make sure that every Vietnamese customer who has VND70 million ($3,125) in the pocket knows the brand and considers our scooter as a choice on their shopping list.


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