In a gloomy market, Peugeot ended the year 2021 at the top of sales, ahead of Renault and Citroën according to NGC-Data®. A historical fact because the brand had never dethroned the one at the Losange. The 208 retains its title as the French favorite car ahead of the Renault Clio and the Dacia Sandero.
After a first skirmish in 2020 against Renault (the 208 has become n ° 1 in the market), Peugeot drives the point home in 2021. Indeed, the Sochaux brand makes its rival fall from its pedestal, which had never happened. By delving into the statistical specials of Argus, which have been around since the late 1950s, we can see that Peugeot has never been able to compete. For exemple, it sold 256,287 vehicles in 1981 against 712,667 for Renault, thanks to the R5! The success of its sacred number, the 205, has not changed anything. From the 2000s, the Billancourt firm saw its rival appear in its rearview mirror. In 2001, it registered 599,857 copies against 466,554. Ten years later, the hierarchy was still respected (639,508 against 498,481). In 2021, Peugeot is lagging behind Renault with around 15,000 more registrations according to provisional figures from NGC-Data® to December 30.
The Peugeot / Renault match in figures
| Peugeot | Renault | |
| Global sales | 283,427 | 268 331 |
| City sales | 86,961 (208) | 85 140 (Clio) |
| Urban SUV sales | 74,873 (2008) | 52,494 (Captur) |
| Compact sedans sales | 21 354 (308) | 27 933 (Megan) |
| Compact SUV sales | 50 230 (3008) | 11 321 (Kadjar) |
TO READ. The 2021 automotive market does little better than in 2020
Renault adopts Peugeot strategy
This turnaround was predictable. When he took charge of Renault, Luca de Meo cited the strategy of Carlos Tavares as an example and announced the end of the race for volumes and discounts with the slogan sell less but better. Nevertheless, the manufacturer in Losange is strongly penalized by the extended delivery times, especially on its Kangoo and Trafic utilities (the latter cannot be delivered before May 2022 at best). The attractiveness of the products remains to the advantage of Peugeot since 2016, when the 3008 was released.
Despite its five-year career, the latter remains the best-selling compact SUV in France and its sales are increasing (+ 10.6%) while the Renault Kadjar sells for five times less. Likewise, the 208 aesthetic takes precedence over the wise Clio 5, and the 2008 over the Captur. Only the Mégane is ahead of the 308, which was renewed in October and which is struggling to leave the Mulhouse plant. The boss of Renault knows it: you have to know how to create envy in the customer so that he signs the check with his eyes closed. Peugeot has succeeded in this bet, Renault has this ambition. The common denominator is Gilles Vidal, ex-boss of Peugeot style, whose mission is to reinvent the Renault style. It will not be on the Austral in 2022 but from 2023 on the future Electric Scénic. Rome was not built in a day!
TO READ. Peugeot Design (2010 – 2020): the Gilles Vidal years
