Peugeot CEO: "High entry barriers in the Korean market... If product quality is verified, various models will be launched" [Auto China 2026]

*This content was translated by AI.

Alain Pavey, CEO of the Peugeot brand, recently stated at the 'Auto China 2026' motor show in China that even in the era of autonomous driving, Peugeot will continue to maintain steering wheels.

CEO Alain Pavey emphasized Peugeot's differentiated identity at this motor show. He noted that many vehicles on display shared similar directions, stressing that it is crucial for Peugeot to preserve its unique history and values. He also mentioned that Peugeot is entering a new phase of growth, aiming to simultaneously pursue external expansion in global markets while maintaining the brand's intrinsic value.

The importance of the Chinese market was also highlighted. CEO Alain Pavey explained that success in China increases the likelihood of expanding into other markets. He expressed his determination to combine technological expertise and design through collaboration with China's Dongfeng to maximize global customer satisfaction.

Regarding the Korean market, he assessed that entry barriers are high and competition is fierce. CEO Alain Pavey stated that if product quality is verified, Peugeot could offer various options in Korea as well.

Regarding recent changes in the automotive industry, CEO Alain Pavey acknowledged that younger generations are finding less appeal in car ownership and driving. He emphasized that even in the era of autonomous vehicles, Peugeot will steadfastly retain steering wheels. He further explained that the new Peugeot 208 features a 'Hyper Square' steering wheel design to spark the curiosity of younger generations, and that new technologies such as 'steer-by-wire' have significantly improved handling performance.

CEO Alain Pavey stated, "Given the size of the Chinese market, achieving success there is highly significant," and added, "Success in China has increased the likelihood of showcasing vehicles launched in China in other markets." He also remarked, "We are well aware that even amidst rapidly changing automotive environments, it is vital to preserve our unique history and values." He further explained that the collaboration with China's Dongfeng was a decision to combine their advanced technological capabilities with Peugeot's distinctive design to maximize global customer satisfaction.

He also stated, "Korea has a high customer standard, and competition within the market is fierce, making entry barriers quite high," adding, "We hope to see more Peugeot vehicles in Korea. While we cannot guarantee that cars introduced in China will be launched in Korea, if product quality is verified, we will be able to offer various options in Korea as well." He continued, "We are well aware that younger generations today find less appeal in owning or driving cars compared to before. We plan to respond by developing new solutions, such as adapting driving methods or offering new options in line with recent trends." He further emphasized, "Although the era may come when autonomous vehicles become Yangsanized and steering wheels disappear, at the very least, Peugeot will retain the 'steering wheel' until the end." He also noted, "The new Peugeot 208 is equipped with a uniquely shaped steering wheel named 'Hyper Square,' which not only sparks the curiosity of younger generations familiar with gaming but also significantly enhances Peugeot's sharp handling performance through new technologies like 'steer-by-wire.'" He further emphasized, "Although the era may come when autonomous vehicles become Yangsanized and steering wheels disappear, at the very least, Peugeot will retain the 'steering wheel' until the end." He also noted, "The new Peugeot 208 is equipped with a uniquely shaped steering wheel named 'Hyper Square,' which not only sparks the curiosity of younger generations familiar with gaming but also significantly enhances Peugeot's sharp handling performance through new technologies like 'steer-by-wire.'"

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*This content was translated by AI.