The company is the first company to sell some of its models through digital channels. In addition, it prepares for the autonomous and electrified future
11.11.2019 • 19:26hs • New businesses
New businesses
Peugeot shows the E-Legend, its car of the future, and tells why it made its first debut with its E-store in Argentina
Argentina is going through an economic moment marked by high financial instability and economic fragility. It is suffered by ordinary citizens, seeing how inflation corrodes their purchasing power. Also the shops, that suffer the throbbing of a collapsed consumption.
Ecommerce has been the exception to the rule: it grew almost 60% year-on-year, to $ 52,619 million, according to information provided by the CACE (Argetine Chamber of Electronic Commerce). That is, it managed to exceed the price index by several points.
Different sectors, especially those that interact directly with consumers, aware of this trend have turned to online to boost their business.
"The world is moving towards digital and we know the rapid growth of cell phone purchases. While the car is an expensive product and this type of transaction is not yet common, we wanted to be the first to offer a different proposal," he tells iProUP Soledad Bereciartua, Press & PR Manager of Peugeot, referring to the new "digital dealership" of the firm in the country. And he adds: "This format is to accompany the current consumption of Argentines."
Digital tracking
According to Kantar TNS, 70% of online traffic in Argentina already comes from cell phones. As for the profile of car buyers, 95% previously researches on the Internet, information is made, compares and the vast majority ensures that the survey carried out via smartphone influences their purchase decision.
In addition, six out of ten recognize that, if they had the option, they would consider buying a vehicle online, especially for the immediacy factor (52%), the possibility of achieving a better price (49%) and access to more complete information (42%).
With these figures in mind and the fact on the table that Peugeot is the fourth most searched car brand in Argentina, the company launched its E-Store. And he decided to complement his 60 points of sale distributed in the country with his platform of ecommerce, that allows to reserve and realize the total payment of the vehicle by this route and in only four steps.
As a benefit, your digital store offers benefits in accessories and after-sales service: "You can choose the dealers in which to perform the maintenance and pay it directly," adds Bereciartua. In addition, it indicates that the company has an online store in Mercado Libre to complete the offer.
It is true that the incidence of the online channel on total billing is marginal, but it is also true that this modality gives the brand a distinctive symbol in terms of innovation and approach to its audience and potential customers. In this proximity search you also have the Advisor platform so that you can comment, rate and share the experience of using a car or attending an official workshop.
"An average score of 4.8 out of 5 stars reflects that we are on the right track in our relationship strategy, based on the reliability of Peugeot products, nurtured by the opinion of the users themselves," the executive warns.
Road to the autonomous
Under the same trend that governs the industry, the company is already working to convert its vehicles to incorporate intelligent and self-sufficient technology. Today, in Argentina there are three models that integrate driving assistance: the 2008, 3008 and 5008 SUVs.
"The challenge is to enhance the pleasure of driving. In its most recent generations of products, the brand is part of technology," Bereciartua explains. In total, these vehicles total 12 ADAS (Advanced Driver Assistance Systems), among which are:
- Night Vision: allows the detection of animals or people at a distance of up to 250 meters, in low or poor visibility conditions
- Distance Alert: warns the driver when the unit is at risk of collision with the previous vehicle or with a pedestrian
- Lane Possition Assist: in case of distraction, it helps to maintain the position of the car in the traffic lane
- Blind spot sensor: this help indicates, by a light signal in the mirrors, the presence of a car in blind spots
- Adaptive cruise: thanks to the radar, the car automatically adapts the vehicle speed to that of the vehicle ahead
- Full Park Assist: simplifies and accompanies parking maneuvers online, on battery or diagonally
- Active City Brake: emergency braking system in the city, to reduce the risks of low speed crashes
"This technology allows more and more functions to be delegated directly to the car. In addition, ADAS, present in the latest generation products of the brand, represent the beginning of what will come in Peugeot," the spokeswoman said.
As internal combustion is in check, the firm sees the future of its models under electrification. For that, it has a fleet of models mainly France, home country, which will be arriving in Argentina.
A past model to see the future
This year, the Peugeot 504 Coupé turned 50 since its launch. With that date as a trigger theme, the company presented at the Paris Motor Show the concept that seeks to define its long-term vision: the e-Legend, a vehicle with futuristic dyes that suggests where the company is heading.
:quality(70)/https://assets.iproup.com/assets/jpg/2019/10/6509.jpg?5.0.1)
"Peugeot e-Legend Concept is much more than a technological manifesto. It is the vision of the brand, actively oriented towards the desirable. We believe that autonomous and electric are synonymous with even stronger sensations," explains the executive.In this framework, the model adopts a realistic and modern design projecting the future of the car. It also raises two driving modes that depend on traffic conditions or the driver's mood:
- Soft: gives priority to the comfort of the occupants. The information displayed on screens and digital panels is minimized
- Sharp: precise and dynamic configuration of the car. Maximum possibility of connection to digital activities (social networks, agenda, etc.)
The internal configuration of the e-Legend adapts to the autonomous mode. Thanks to the By Wire steering technology, the steering wheel is hidden under the board to clear a 49-inch screen. The front seats are tilted and the side armrests are deployed, releasing an induction recharge zone for the smartphone.
The main controls are still accessible thanks to the center console, integrated in the driver's seat. Thus, the occupants can surrender to leisure: play an integrated video game or watch a movie on the curved central screen or in the individual ones integrated in the parasols.
According to Bereciartua, it will not be necessary to wait long to see this type of innovations: "Concept cars are technologies in which you work them and end up arriving at the series models in two or three years". The integrated E-Legend technologies will be the kick with which Peugeot will nurture its portfolio for the next three years.
:quality(85)/https://assets.iproup.com/assets/jpg/2024/09/39930_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2025/05/42967_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2025/06/42991_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2024/10/40547_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2024/12/41374_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2025/02/41956_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpeg/2024/09/40079_landscape.jpeg)
:quality(85)/https://assets.iproup.com/assets/jpg/2025/05/42798_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2023/01/32870_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2025/01/41588_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2021/04/18075_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2025/06/43005_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2019/08/5594_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpg/2025/02/41885_landscape.jpg)
:quality(85)/https://assets.iproup.com/assets/jpeg/2025/06/43003_landscape.jpeg)