Peugeot dealers will be at the forefront of the company's plans to sell cars over the internet, said Peugeot UK managing director Tod Evans.

“We're going live in the second quarter. Customers will be able to buy new cars on the internet through our dealers. They will be at the beginning - not at the end - of the process unlike our volume .com rival,” he said.

Mr Evans believes dealers must be at the heart of everything. Peugeot dealers make 65% of their profit on parts and service, 15% on new cars and 20% selling used cars.

His vision of the future has dealers harnessing the internet to help them sell more cars. Showrooms will also have to change to embrace cafe-style refreshment areas as well as computer games and televisions for children.

Mr Evans predicts that the growing volume of cut-price parallel imports firms like Virgin Cars and P&O will enjoy only temporary success. He claims that a stronger euro would have prevented them from launching in the first place.