Analyzing Changes in China's Automotive Consumption Environment from the Performance of French Automakers in the Chinese Market After 2010—A Case Study of PSA Groups
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Keywords
Chinese automotive market, French automobiles, changes in market environment, PSA Group
Abstract
French automakers, with the PSA Peugeot Citroën Group (hereafter referred to as the PSA Group) as their representative, once stood as leaders in the global automotive industry. In recent years, however, French automobile brands have encountered successive setbacks in the Chinese market. When analyzing the evolving landscape of China's automotive consumption environment, the fluctuating market performance of French automakers serves as a highly representative case study. This paper draws on historical market data reports of the PSA Group and examines factors, including product quality, product positioning, the competitive landscape, and policy trends. It aims to analyze the underlying reasons for the PSA Group's struggles in the Chinese market and dissect the transformations occurring within the domestic automotive consumption sector. The study concludes that the ups and downs in the PSA Group's sales volume stemmed from specific market conditions, shifts in consumer demand, and the brand's strategic decisions. By analyzing the dramatic fluctuations in the PSA Group's market performance from 2010 to the present, three notable characteristics of the Chinese consumer market can be summarized: First, it boasts enormous consumption potential while witnessing rapidly changing demand; second, localization has evolved into an indispensable requirement for foreign brands to achieve long-term survival; third, end-users constitute the most critical variable.
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