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Nuevo Peugeot 301 NUEVO PEUGEOT 301 21 de abril de 2017 CIRCULAR DE LANZAMIENTO NUEVO PEUGEOT 301 1 NUEVO PEUGEOT 301 21 de abril de 2017 Estimados concesionarios y equipos, El Nuevo Peugeot 301 llega a Chile para darnos aún más fuerza en el mercado. Desde el inicio de su comercialización en 2012, más de 11,400 unidades fueron vendidas a clientes. Este lanzamiento se inserta dentro de un segmento que es de los más grandes y concurridos del país, donde hay una gran agresividad comercial y competencia. Solo para dimensionar la relevancia del modelo 301 dentro del mix de la marca Peugeot, es el 3er modelo más vendido de la gama, detrás solamente de Partner y 208, representando un 20% del volumen de los VP. Con renovaciones estéticas profundas en el frontal que lo deja más moderno y nuevos equipamientos característicos de la marca, el Nuevo Peugeot 301 gana fuerzas para continuar su trayectoria de suceso y conquista de clientes. Buenas ventas, FEDERICO ROCCA DIRECTOR GENERAL PEUGEOT CHILE 2 NUEVO PEUGEOT 301 PRODUCTO POST VENTAS & VENTAS El producto….............................................03 Garantía contractual……………………..……17 Mercado y segmento…............................08 Peugeot Assistance…..……………………..…17 Gama comercial........................................10 Extensión de garantía…………..……...…….18 Clientes……………..………………………….……10 Plan de mantenimiento..…………………..…19 Comparativos competencia.....................11 Accesorios……………………..…………….……..20 Posibles objeciones……………………………..16 Formación ……………………..……………........21 Flotas Red …………………….........................21 El producto El PEUGEOT 301 fue lanzado en Chile en septiembre de 2012. Desde el inicio un real suceso acumulando más de 11.400 unidades vendidas. Sus puntos fuertes lo han hecho estar en las primeras posiciones de uno de los segmentos más competitivos el mercado. Su buen espacio interior, grand maletero y excelente calidad y rendimiento continúan presentes en esta renovación de la gama que trae novedades que dejan el auto aún más moderno y bien equipado. 3 NUEVO PEUGEOT 301 En la tabla adjunta se puede ver el resumen de los puntos fuertes del nuevo producto que detallamos a continuación. DISEÑO DE ULTIMA PRACTICIDAD TECNOLOGÍA GENERACIÓN & EFICACIA Nueva delantera moderna Pantalla táctil de 7” con Buen espacio para los que integra la nueva tecnología Mirror Screen ocupantes imagen de marca Cámara de retroceso Gran maletero Firma luminosa (DRL) Climatizador delantera ESP Motor Diésel rendidor Nuevo foco trasero Caja automática EAT6 (Garras) DISEÑO DE ULTIMA GENERACIÓN El frontal del auto fue completamente rediseñado para que tenga la nueva imagen de la marca Peugeot. FRONTAL LATERAL TRASERA La parilla recibe el león al interior, En la lateral, se notan nuevas llantas En la trasera, los focos pasan a tener recordando el PEUGEOT 508. diamantadas de 16” que dejan el las 3 garras del león, así como los El paragolpes cuenta con design auto muy atractivo y deportivo. demás modelos de la línea dinámico y recibe luces diurnas en PEUGEOT. LED, que aumentan la seguridad al mismo tiempo que dan un aspecto moderno al modelo. 4 NUEVO PEUGEOT 301 TECNOLOGÍA CLIMATIZADOR AUTOMÁTICO PANTALLA TÁCTIL 7” CON MIRROR SCREEN CÁMARA DE RETROCESO El panel interior fue remodelado para recibir una pantalla táctil de ultima generación con 7”. Con tecnología Mirror Screen, la central multimedia es compatible con la mayoría de los recientes celulares del mercado incluido con CarPlay (para los Iphones), Mirror Link y Android Auto (para los celulares con sistema operacional Android). Una nueva cámara de retroceso garantiza una maniobra con mayor seguridad y practicidad. El climatizador automático, ya presente en la generación anterior garantiza un confort térmico superior a los autos de la competencia. Otros atributos importantes como argumento de ventas son la presencia de ESP y airbags laterales. 5 NUEVO PEUGEOT 301 PRACTICIDAD Y EFICACIA Los aspectos más importantes del modelo se mantuvieron. El espacio interior es excelente y confortable para 5 personas. Los asientos traseros pueden ser abatibles 1/3- 2/3 para ampliar su capacidad de carga. El maletero (506l VDA), una referencia en el segmento tiene espacio para toda la familia. Los motores y cajas de transmisión se mantienen dado el buen desempeño en potencia, torque, alto rendimiento y bajas emisiones. Motor 1,6 VTi 1,6 VTi 1,6 HDi Caja MT5 EAT6 MT5 Normativa Euro 5 Euro 6 Euro 5 Potencia (HP) 115 92 Torque (N.m) 150 230 Rendimento (km/l) Urbano 11,4 10,1 18,2 Mixto 15,4 14,2 22,3 Carretera 18,9 18,4 25,7 6 NUEVO PEUGEOT 301 COMPARATIVO DE LAS EVOLUCIONES: EXTERIOR 301 NUEVO 301 INTERIOR NUEVO 301 301 7 NUEVO PEUGEOT 301 Mercado y segmento 25% 20% 1% 4% 15% 10% D SD C SD 14% 5% B SD 0% 2013 2014 2015 2016 2017 Los SEDAN en Chile representa casi un 20% del mercado actualmente. Es una silueta muy apreciada por las familias y por el transporte privado. El segmento D, donde está presente el 508, representa la minoría del mercado, mientras que el segmento B, donde está el 301, representa 14% del mercado total. 4.000 AUTOS/MES 12% 7% 64% DIÉSEL AUT. > $ 8M El 14%, representa cerca de 4.000 auto/mes, donde la mayoría del mercado es vendido en configuración gasolina, mecánica y cuesta por sobre los $8M, rango de precio para que sean considerados competencia de nuestro 301. Es un segmento muy dinámico y agresivo, donde hay una gran diversidad de competencia. Los principales son: HYUNDAI ACCENT TOYOTA YARIS CHEVROLET PRISMA KIA RIO NISSAN VERSA CITROEN C-ELYSÉE 8 NUEVO PEUGEOT 301 AÑO COMPLETO Acú. Marzo 2016 2016 2017 PVP Prom. Vol. Pdm/s Vol. Pdm/s Vol. Pdm/s ∆ n-1 k$ B SEDAN 50.135 16,6 11.213 16,6 12.028 14,2 7 7.862 1 GM SAIL SD 12.770 25,47 2.761 24,62 2.248 18,69 -19 7.625 2 HYUNDAI ACCENT SD 8.731 17,41 2.098 18,71 1.781 14,81 -15 10.150 3 TOYOTA YARIS SD 4.475 8,93 901 8,04 1.240 10,31 +38 8.617 4 GM PRISMA 1.103 2,2 0 0 1.158 9,63 ++ 9.181 5 RENAULT SYMBOL 4.517 9,01 1.153 10,28 855 7,11 -26 7.173 6 NISSAN VERSA 3.484 6,95 902 8,04 807 6,71 -11 9.021 7 KIA RIO SD 4.059 8,1 926 8,26 755 6,28 -18 9.210 8 CITROEN C-ELYSÉE 2.321 4,63 574 5,12 718 5,97 +25 9.766 9 PEUGEOT 301 2.319 4,63 481 4,29 462 3,84 -4 10.650 10 VW VOYAGE 541 1,08 97 0,87 430 3,57 ++ 7.513 11 GM COBALT 309 0,62 0 0 262 2,18 ++ 9.557 OTROS 5.506 10,97 1.320 11,77 1.312 10,9 ISO - El segmento creció un 7% en volumen con respecto al 1er trimestre del año pasado. En 2016, hubo 2 lanzamientos importantes que sumados representan casi 12% del segmento, Chevrolet Prisma y Cobalt. Para este año se esper el facelift de C-Elysée al mismo tiempo que el 301 y el Nuevo Kia Rio. En 2018, una renovación del Hyundai Accent y Nissan Versa. Dentro del segmento hay solamente 3 autos que tienen disponibilidad de motores Diésel: 301, C-Elysée y Accent. 9 NUEVO PEUGEOT 301 Clientes Peugeot 301, nuestro sedan familiar Nuestros clientes 301 se caracterizan por tener la mayor participación en regiones y en las comunas de Santiago correspondiente a los segmentos masivos (C3 y parte de C2), principalmente Maipú y Puente Alto. Valoran el rendimiento, confort y equipamiento. 10 NUEVO PEUGEOT 301 Gama comercial ALLURE $11.390.000 ACTIVE PACK 1.6 HDi 92HP ACTIVE $10.990.000 $9.390.000 1.6 VTi 1.6 115 HP EAT6 + Airbags laterales 1.6 VTi 115HP ACTIVE PACK $10.790.000 + Tapiz en Cuero & tela . Bluetooth + Toma USB 1.6 HDi 92HP + Climatizador Digital . Radio y MP3, USB con 4 ACTIVE PACK + Volante de cuero $9.990.000 parlantes 1.6 VTi 115HP + Llantas 16” Perth . 2 Airbags + Camera de retroceso . ABS + AFU + Neblineros . Aire acondicionado manual + ESP . Cierre centralizado + Llantas de aleación 15” Harvey . Vidrios delanteros y traseros + Espejos exteriores eléctricos eléctricos + Pantalla táctil con Mirror Screen . Anti-arranque electrónico + Sensor de retroceso trasero Peugeot . Regulador Limitador de velocidad . Alarma . Llantas de 15” (tapas de rueda Bore) . Faros diurnos en LED COLORES: BLANCO GRIS BANQUISE ARTENSE GRIS NEGRO SHARK ONYX 11 NUEVO PEUGEOT 301 Comparativos con la competencia 1.6L VTi MT5 115HP PEUGEOT NISSAN TOYOTA HYUNDAI KIA NUEVO 301 VERSA YARIS SD ACCENT SD RIO 4 RB 1.4 6MT GL EX 1.4 6MT DAB 1.6L VTi MT5 115HP SENSE MT XLI MT 151MCO 2AB AC PRECIO DE LISTA - CON IVA ($) 9.390.000 9.120.000 9.390.000 9.390.000 9.690.000 Vol. Facturas (promedio 1T/2017) 20* 224 163 90 145 POWERTRAIN Combustible Gasolina Gasolina Gasolina Gasolina Gasolina Motor 1,6 1,6 1,5 1,4 1,4 Potencia (hp) 115 106 106 99 106 Transmisión MT5 MT5 MT5 MT6 MT6 Volumen del maletero (litros) 506 460 476 389 389 CONSUMOS 3CV (km/l) Consumo en ciudad 11,4 11,6 13,2 13,2 11,9 Consumo en ciclo carretera 18,9 19,0 20,6 20,8 20,4 Consumo en ciclo mixto 15,4 15,4 17,1 16,9 16,1 EQUIPAMIENTOS Airbags 2 2 2 2 2 ESP Llantas 15" 15" 14" 14" 14" Aleacion n Neblineros Luces diurnas n Espejos Eléctricos n n n n Cierre Centralizado n n n n n Keyless n Alarma n n n Regulador / Limitador n n Sensor de retroceso n Camara de retroceso n Pantalla Tactil n Radio n n n n n 12 NUEVO PEUGEOT 301 ACTIVE PACK HDI & VTI MT PEUGEOT HYUNDAI CITROËN KIA NUEVO 301 ACCENT SD C-ELYSÉE RIO 4 ACTIVE PACK ACTIVE PACK 1.6 SEDUCTION HDI EX (DAB+ABS+AC) RB 1.4 6MT GL 2AB AC 1.6L HDI 92HP 1.6L VTI 115HP MT 1.4L MT6 106HP PRECIO DE LISTA - CON IVA ($) 10.790.000 9.990.000 9.990.000 10.090.000 10.190.000 Vol.
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