The average age of a Peugeot new car buyer is 56. However, the brand sees winning the hearts of younger consumers as a vital step in securing sales growth for the long term.

Last year, it introduced a new 2D logo design, started rolling out a revised showroom corporate identity and emphasised a focus on allure and attraction, with design-led cars that it positions as affordable, yet near-premium.

Managing director Julie David tells AM that Peugeot aims to be more of a first preference car brand for Gen Z consumers (born between 1997 and 2012) in particular.

Crucial to that is the development of a slick, blended (digital and physical) buyer experience and the right finance packages to suit.

“If you look at cost of ownership, often at the moment a new car can be as easy to access as a used car. It’s about affordability of how they (Gen Z customers) enter it, whether that’s new or used,” she says.