Despite the OFT ruling in August that the carmaker could not force its network to make the investment, Peugeot says dealers are happy to make the investment because they recognise the impact it can make to their sales and profitability.
"It is something we believe in strongly but we have absolutely not pushed anyone into this,” says Andy Sutton, Peugeot’s director of dealer development who becomes marketing director from January 1.
"If a dealer is building a new site or refurbishing we strongly recommend it, but they don’t have to do it. Those that have are doing very well in terms of sales and profitability. Often it’s a new investor with a new attitude," he adds.
Sutton accuses the OFT of "playing it up" to illustrate its strength in the automotive sector since taking on the responsibility for monitoring the implementation of the revised block exemption rules.
"The hard sell to buy into this concept has actually come from dealers themselves during dealer meetings. They are finding that the striking design is attracting greater traffic and motivating their staff."