Peugeot Announces Its Türkiye Strategy and New Model Roadmap

Peugeot’s global management and Türkiye executives shared the brand’s position in the Turkish market, growth targets and new model strategy during a press meeting. The event was attended by Peugeot Global CEO Alain Favey and Peugeot Türkiye Brand Director Gupse Kaplan. During the meeting, executives emphasized that Türkiye is not only a strong sales market for Peugeot, but also a strategic center for production and exports.

Peugeot’s Global Performance

Peugeot Global CEO Alain Favey presented key figures regarding the brand’s global performance. According to the data shared, Peugeot achieved 1.1 million vehicle sales worldwide in 2023. The brand ranked 7th in the European Union market with a 5.5% market share.

In terms of segment performance in Europe, Favey stated that Peugeot ranks:

• 5th in the B segment with an 8% market share,

• 4th in the C segment with a 6.1% market share,

• 4th in the light commercial vehicle segment with a 9.4% market share.

Favey explained that Peugeot’s medium-term global objective is to increase total sales volume to 1.5 million units, with 1 million units from Europe and 500,000 units from markets outside Europe. The target European market share was announced as 7%.

Türkiye: A Strategic Hub for Sales, Production and Exports

Special emphasis was placed on Türkiye during the presentation. Alain Favey stated that Peugeot approached 75,000 units in sales in Türkiye by the end of 2024, with market share levels exceeding the European average. He added that 2025 is expected to be a record year for Peugeot in Türkiye.

Referring to the electric vehicle market, Favey noted that EV sales in Türkiye recorded 80% growth, underlining Türkiye’s increasing role in Peugeot’s carbon-neutral mobility strategy.

Favey also highlighted Peugeot’s strong segment performance in Türkiye, stating that the brand ranks:

• 2nd in the SUV market,

• 2nd in the PSUV market,

• 2nd in the C-Van market.

In addition, he confirmed that Türkiye is the largest global market for the Peugeot 408.

New Model and Design Strategy

Peugeot’s new design language and model plans were also outlined during the meeting. Future Peugeot models will feature:

• A new front and rear lighting signature,

• A horizontal lighting cluster (“horizontal clouds”),

• Cleaner and more modern design lines.

Among the upcoming product highlights announced by the brand:

• New 208 GTI – World premiere scheduled for August 2025 at Le Mans,

• Facelifted Peugeot 308,

• New Peugeot 408 – World premiere at the January 2025 Brussels Motor Show, followed by its Türkiye launch within the same year.

Technology and Innovation Vision

Peugeot’s technology strategy was also addressed, with emphasis on the evolution of the i-Cockpit architecture and next-generation driving technologies. The brand plans to introduce steer-by-wire technology to a wider audience through its new Hypersquare system.

This technology enables:

• A fully electronic steering system,

• Elimination of the traditional steering column,

• Reduced steering rotation for parking maneuvers,

• A new square-shaped steering design concept.

Peugeot also announced that its fully drivable concept vehicle, Polygon, developed to showcase Hypersquare technology, will be brought to Türkiye, allowing local users to experience the system firsthand.

Peugeot Türkiye’s Outlook

Peugeot Türkiye Brand Director Gupse Kaplan shared insights into the brand’s local performance and priorities. She stated that Türkiye has become one of Peugeot’s most important markets outside Europe, supported by a product and trim strategy aligned with customer expectations.

Kaplan outlined key priorities for Türkiye as:

• Strengthening segment positioning through new-generation models,

• Rapid integration of electrification into the local product range,

• Continued investments in dealer network expansion, digitalization and customer experience.

Production and Regional Hub Vision

Alain Favey also noted that he visited the TOFAŞ Bursa plant during his Türkiye trip and expressed satisfaction with the Peugeot SUV models produced at the facility. He emphasized that Türkiye is positioned not only as a sales market but also as a strategic production and export hub for the Middle East and surrounding regions.