Peugeot has revealed the new Pick Up, a double-cab vehicle for the compact pick-up truck category in sub-Saharan Africa.
IHS Markit Perspective
- Significance: Groupe PSA's Peugeot brand has revealed a new double-cab compact pick-up truck for African markets known as Pick Up.
- Implications: The announcement of the Pick Up fulfils another of the commitments that PSA made as part of its "Push to Pass" strategy last year to support its internationalisation strategy.
- Outlook: The vehicle, which appears to be derived from a vehicle built by its shareholder and partner Dongfeng, will go head to head with existing players in this market. PSA will be hoping that the combination of the Peugeot brand's previous reputation in this region combined with the low cost of sourcing from China can help to grow its presence in this field.
Peugeot has revealed details of a new double-cab compact pick-up that it plans to sell in African markets. According to a statement, the Pick Up, as it will be known, measures 5.08 metres long, with a load bed of 1.4 metres long and 1.39 metres wide, and is built on a ladder chassis. It is said to be able to carry a payload of 815 kg. The side walls and rear panel of the bay are covered in a protective resin to help rigidity and robustness, while the load can be restrained by anchoring hooks on the outside. The rest of the exterior of the vehicle offers a very squared-off, robust look with a vertical front end and horizontal bonnet line, with the Peugeot "lion" emblem prominently displayed on the bonnet, while the brand name is pressed into the drop down load opening at the rear.
In line with the expectation that the vehicle will be used in very difficult road conditions, it has a ground clearance of between 210mm and 215mm, depending of variant. It also noted the use of a rigid rear axle and four leaf springs at the back to highlight its simplicity. On the powertrain front, it uses a 2.5-litre common rail turbo diesel engine which develops 115-bhp and 280Nm of torque, alongside a five-speed manual transmission. It will be offered either with rear-wheel drive or four-wheel drive, the latter being engaged with a lever in the cabin. This also offers high and low ranges, with extra torque being available at slow speeds through the use of reducer.
Peugeot has also said that the Pick Up will offer a range of features as standard. These include manual air-conditioning, electric windows, a radio with CD player, and a USB port. It also benefits from anti-lock braking system (ABS) with brake force distribution, rear parking sensors, passenger and driver air bags and electrically adjustable exterior mirrors. The automaker also said that the four-wheel drive variant also gains a chrome roof bars and hand rails surrounding the load bay, as well as steps.
The automaker said that the vehicle would be available from September.
Outlook and implications
The announcement of the Pick Up fulfils another of the commitments that PSA made as part of its "Push to Pass" strategy last year, in which it revealed that it would launch a vehicle in to the one-tonne pick-up truck space. The launch of this vehicle is intended to further support the internationalisation of PSA, and help to rebuild the Peugeot brand's presence in the North African and sub-Saharan African markets, where it previously had a strong reputation. Indeed, in the statement related to this new vehicle, Peugeot references its history in the pick-up category in Africa which stretches from 1956 to 2005, when local production of the Peugeot 504 pick-up ended in Nigeria.
However, while PSA is leveraging the Peugeot brand name, the vehicle technology itself will be sourced from its Chinese shareholder and partner Dongfeng Motor. It is very closely related to the Dongfeng Rich (also known as Riu Qi), which in itself is derived from Nissan's early D22 Navara. We anticipate that some of these will be shipped directly from China to some African markets later this year, although some semi knocked-down (SKD) kit assembly is planned to take place in Tunisia and Algeria from 2018, IHS Markit expects.
It is difficult to gain a clear idea of the size of the market for such vehicles in this region due to the difficulty in collating reliable data. However, Peugeot believes that in the region, this vehicle will compete in a category with sales of around 56,000 units per annum. Furthermore, it adds that diesel is the most common fuel type with 92% of the market, while 77% of customers are also said to choose a four-wheel drive option. It remains to be seen how much progress Peugeot will be able to make into this space with this vehicle, given the existing competition. Japanese brands such as Nissan, Mitsubishi and Toyota are already significant players in this space, alongside Ford and Volkswagen (VW), which has been making some inroads with its Amarok. Chinese OEMs like Jiangling Motor Company (JMC) and Great Wall, as well as Indian OEMs Mahindra and Tata Motors, are also growing in presence as they leverage advantage in pricing in the market place. With Peugeot's own model based on Dongfeng technology which is manufactured in China, it may be able to leverage the same benefits but with a more recognisable badge. However, it remains to be seen whether the vehicle itself meets the expectations of customers.
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