Dominique is paving the way for French automaker Group PSA’s planned re-entry into the North American car market, starting by selling one of its stalwart brands, Peugeot.
Dominique doesn’t go into detail about exactly how, when and where PSA will sell vehicles in North America.
But he indicates the automaker’s auto-retailing strategy will rely more heavily on digital initiatives rather than expansive brick-and-mortar locations.
“New technology is forever altering the way people buy things,” PSA North America CEO Dominique says here at J.D. Power’s Automotive Revolution inaugural conference centering on the industry’s future, which many people expect to be transformational in coming years. His comments precede Fiat Chrysler Automobiles and PSA confirming plans to merge in a move that would create the world’s fourth-largest automaker.
“Digital tools – while some may be disruptive – can be a key to profitability and a way to interact with consumers in a sustainable way,” he says.
He foresees using a platform that would allow consumers to do nearly an entire vehicle transaction online. But he adds: “Human connection throughout the process is critical.”
However, he’s no fan of elaborate dealerships, questioning their need.
Often prodded by brand-conscious automakers, the building of “huge Taj Mahal” sales points continues even though “customers are spending less time at dealerships,” he says. “We see the future as physical-light.”
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