HITTING THE RUNWAYS OF AFRICA – THE INTERNATIONALISATION OF THE BRAND

…With the arrival of the 504, the Peugeot brand took control: saloon and coupé were to become real racing cars. The strategy paid off: the 504s, like lionesses, reigned over Africa. In 1975, Peugeot won a hat-trick of major African rallies. Once again, the victories followed one another. Robust and reliable, able to go anywhere, from the savannah to the wettest forests, the Peugeots earned a reputation on all five continents. What better way to support the Marque’s desire for internationalisation than through motor sport?
Exports are growing: Peugeot sells 40% of its production in 130 countries. But with a constraint that is constantly increasing: many states raise their customs tariffs to force manufacturers to set up factories. Thus, Peugeots are built in Australia, South Africa and Argentina. With local assemblers.