Stellantis Korea, which owns Jeep and Peugeot, announced its ambition to break the decline in sales this year and rebound. (Image courtesy of Yonhap)
SEOUL, Feb. 12 (Korea Bizwire) — Stellantis Korea has pledged to strengthen Peugeot’s position in the South Korean market by introducing improved new models and hybrid technology, signaling a fresh start for the struggling brand.
At a press conference held in Seoul’s Gangnam district on February 11, Stellantis Korea CEO Bang Sil stated, “We want this year to be a new beginning for Peugeot in Korea. Despite a challenging period last year, we are now set for significant growth.”
Peugeot’s recent performance in South Korea has been underwhelming. According to the Korea Automobile Importers & Distributors Association (KAIDA), the brand sold only 947 vehicles last year, marking the first time in nearly two decades that its annual sales dropped below 1,000 units.
To reverse this trend, Stellantis plans to introduce new Peugeot models and hybrid powertrains in 2025. In April, the company will launch the 308 with a mild hybrid (MHEV) system, followed by the debut of the 408 in the summer. Later in the year, Peugeot will release the fully redesigned 3008, featuring an upgraded infotainment system powered by ChatGPT.
Beyond vehicle launches, Stellantis Korea aims to elevate Peugeot’s brand image by integrating its French heritage in design and technology with cultural and artistic collaborations. The company is also expanding its dealership and service network, adding one new showroom and five service centers in 2025. Additionally, Peugeot’s exclusive membership program, introduced last year, will be further expanded.
The company is also focusing on Jeep, planning to boost combined Jeep and Peugeot sales by 25–30% this year. Jeep’s lineup will include the newly updated Gladiator pickup truck and a facelifted Grand Cherokee, which has yet to be revealed globally.
The displayed Peugeot 408 and Jeep Wrangler ’41 Edition (Image provided by Stellantis Korea)
Despite rising exchange rates exerting pressure on vehicle pricing, Stellantis Korea aims to minimize price hikes by closely monitoring currency fluctuations, given that European-made vehicles are priced in euros and U.S.-produced models in dollars.
For now, Stellantis Korea is prioritizing the sales of existing models, putting its electrification strategy on hold. “Last year, Jeep and Peugeot suffered significant setbacks due to the electric vehicle (EV) market slowdown and safety concerns,” said Bang. “Even with price cuts, consumer hesitancy toward EV purchases persisted, leading to underwhelming sales.”
With a refined product lineup and a renewed marketing approach, Stellantis Korea is banking on 2025 to be a year of resurgence for Peugeot and Jeep in the South Korean market.
Kevin Lee (kevinlee@koreabizwire.com)
