COMPANY PROFILE -PSA Groupe
Business Sector :Automobiles
Operating Geography :France, Europe, Global
About PSA Groupe :
Groupe PSA (PSA stands for Peugeot Societe Anonyme) is one of the oldest automobile manufacturers. The company was established in 1810 as a metals company, and ventured into cars later as industrial revolution flourished. The company made its first car in 1890, and now boasts of a 200-year old history of surviving competition.
The company’s first merger was done with the Citroen brand in 1976 to become the PSA Peugeot Citroen Group. Peugeot is a complete brand with vehicles in all sections of the market. Citroen also produces cars in all segments, but specializes in SUVs. Over the years it has acquired and held three other brands, DS, Opel and Vauxhall. DS is a luxury sports brand for premium consumers, while Opel and Vauxhall are manufacturers for the masses. Apart from these brands which are the majority of the business, the company also offers many automobile services like Free2Move and Eurorepar.
The company’s most recent development is its merger with Fiat Chrysler Automobiles (FCA) for $50 billion. This merger is supposed to make a company which would be fourth largest in size measured by vehicles produced per year. The company would comprise of 12 major automobile brands and have its reach multiplied to Europe as well as North America.
The Group’s mission statement reads “Our vision: to become a leading car manufacturer and a provider of mobility solutions to enhance our customers' freedom of movement on a day-to-day basis and around the world.”
PSA Groupe Revenue :
€74,731 million – FY ending 31st December 2019 (Y-O-Y growth of +1%)
€74,027 million – FY ending 31st December 2018
Competitive Analysis of PSA Groupe
The SWOT analysis for Groupe PSA is presented below in a matrix followed by a detailed analysis
| Strengths | Weaknesses |
1. Strong focus on customer satisfaction
2. Continual strong development in used car service segment
3. Offering a strong product mix
4. Development of a robust technology platform through FREE2MOVE
5. Strong financial performance and outlook
| 1. Unable to maintain market share in the Chinese market |
| Opportunities | Threats |
1. Becoming a major player in electrified mobility
2. Vertical integration in the electric vehicles segment
3. Increasing market share in developing countries across the world
4. LCV market growing in the Europe segment
5. Synergies to be achieved by the PSA-FCA merger
6. Selling cars online through digital stores
| 1. Possible loss of business and jobs due to Brexit
2. Loss in revenue due to exchange rate fluctuations
3. Downturn in global auto market
|
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Detailed SWOT Analysis of PSA Groupe
Strength
1. Strong focus on customer satisfaction: Around 89% of the customers of the company gave an overall rating of 9 or 10 out of 10 when surveyed about the new product they had bought. In order to preserve such a high level of satisfaction, the company is committed to a programme called “New at 3 years old”. As the name suggests, the company sets the standards for its automobiles in such a way that a customer would feel his vehicle is brand new for at least 3 years after purchase. In order to achieve such a performance, the company maintains a policy of “0 defects” in all its automobiles and various systems involved in them.
2. Continual strong development in used car service segment: Eurorepar Car Service, the company’s aftermarket car repair service, has reached a total of 5000 garages in 26 countries in FY19, growing at a rate of 23% from last year. The company has witnessed a growth of 35% in its independent aftermarket (IAM) spare parts globally in the year FY19, and in Europe this number has reached 70%. This growth shows a strong development of IAM strategy in all regions. Finally, since the company has a strong portfolio of five automobile brands, called as PCDOV (Peugeot, Citreon, DS, Opel, Vauxhall) whose shared supply chain synergies have led to a reduction in logistics costs by 6%, as compared to FY18.
The remaining section under "Strengths" is available only in the 'Complete Report' on purchase.
Weakness
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Opportunity
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Threat
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The PESTLE analysis for Groupe PSA is presented below in a nutshell followed by detailed analysis
| Political | Economical |
1. Various taxation metrics in Eurozone now converging to CO2 taxation
2. Iran sanctions imposed by United States leading to major loss in business
| 1. Impact of COVID-19 on automotive industry
2. Currency crisis in Argentina affecting sales
3. Brexit impact on the automobile industry
|
| Social | Technological |
1. Large number of job losses in Opel factory as a result of cost-cutting
2. Changing consumer preferences regarding transportation
| 1. Shifting to dedicated EV architecture by 2025
2. Delay in development of fully autonomous vehicles
|
| Legal | Environmental |
| 1. Anti-trust concerns by EU regarding PSA-FCA merger | 1. Groupe PSA in CDP’s “Climate Change A-list”
2. Focus on innovations to reduce the environmental impact of materials
|
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Detailed Pestle Analysis of PSA Groupe
Political
This section is available only in the 'Complete Report' on purchase.
Economic
This section is available only in the 'Complete Report' on purchase.
Social
This section is available only in the 'Complete Report' on purchase.
Technological
This section is available only in the 'Complete Report' on purchase.
Legal
This section is available only in the 'Complete Report' on purchase.
Environmental
1. Groupe PSA in CDP’s “Climate change A-list”: The PSA Group has done phenomenal work to reduce the emissions from its vehicles, due to which it has been consistently listed in the A-list of CDP, an environmental disclosure campaign platform. In November 2019, the company’s CO2 emissions reductions targets were certified by SBTi (Science Based Targets initiative) to be in-line with the goal of Paris Climate Agreement of limiting global warming by 2⁰C above pre-industrial levels. In December, the company also ranked No. 1 on the WBA’s (World Benchmarking Alliance) Climate and Energy Benchmark. Although the company has been listed on CDP’s A-list since 2016, the company has made conscious efforts to have its name retained on the list.
2. Focus on innovations to reduce the environmental impact of materials: The global leaders in the automotive sector are highly concerned about the circular economy and sustainable management of materials. Groupe PSA also relies on additive manufacturing which is an industrial process that optimizes material use, for both metal and plastic parts, and for spare parts and customized parts. In 2017, the group launched its first customized application on the DS 3 Dark Side for trim parts and decorative features on the key. All activities related to the circular economy are taken care of by a dedicated business unit which was established in 2018, having the required expertise, from business development to production and retailing. In 2019, Groupe PSA has also pledged to reach an average rate of 30% recycled and natural materials in the Group’s vehicles.
Major Brands :
- Peugeot
- Citroen
- DS
- Opel
- Vauxhall
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TABLE OF CONTENTS
DELIVERY AND FORMAT
WHY CHOOSE US?
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References used in PSA Groupe SWOT & PESTLE Analysis Report
1. PSA Group Annual Report 2019 - https://www.globalpsa.com/wp-content/uploads/AR2019.pdf
2. PSA profitability record 2019 - https://media.groupe-psa.com/en/groupe-psa-achieved-new-profitability-record-2019
3. PSA automotive group - https://www.groupe-psa.com/en/automotive-group/quality/
4. PSA Worldwide sales 2019 - https://media.groupe-psa.com/en/worldwide-sales-35m-units-2019
5. How PSA will take control of its electrified powertrains - https://europe.autonews.com/automakers/how-psa-will-take-control-its-electrified-powertrains
The detailed complete set of references are available on request in the 'Complete report' on purchase.
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Groupe PSA SWOT and PESTLE analysis has been conducted by Divyansh Kharadkar and reviewed by senior analysts from Barakaat Consulting.
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