Peugeot stepping up the pace in Asia

Peugeot is making another move towards its ASEAN (Association of South East Asiatic Nations) market offensive thanks to a new agreement celebrated with NAZA for the production of around 60,000 Peugeot 408s in Malaysia by 2016.

The deal was sealed by Grégoire Olivier, CEO of Asian Operations for PSA Peugeot Citroën and Nasarudin Nasimuddin, Chairman of NAZA Group in a ceremony in Kuala Lumpur, on the sidelines of the Motor Show in which Peugeot is participating.

The 408 model will grow Peugeot’s lineup for the Malaysian market. This will mark the start of a new phase in the partnership between Peugeot and NAZA Group, that was already responsible for the production of the 206 Saloon back in 2006 and since 2010 for the 207 Sedan.

With all these right-hand-drive vehicles being built in Malaysia should make it possible to benefit from customs agreements within ASEAN, which would facilitate exportation to other countries in this zone (Thailand, Indonesia, etc.), as well as in several countries of the Pacific and Africa.

With the newcomer 408, Peugeot should increase its coverage of the Malaysian market and reinforce its increasingly high-profile image. The 408 will be assembled at the NAZA plant in Gurun, to the north of Kuala Lumpur.

With the forecasts indicating a growth in the Malaysian market, thanks to the successful launch of the 207 Sedan, Peugeot expects to sell 3500 units in Malaysia in 2010, which would correspond to a market share of 0.6%.

With the launch of new products that would try to meet the high expectations of the Malaysian market, Peugeot hopes that its share in the Malaysian market will grow to 3% by 2015.