PSA Peugeot Citron Marketing Intelligence Department Cities Automotive

PSA Peugeot Citroën – Marketing Intelligence Department Cities, Automotive mobility & Services: What vision ?

Cities, Automobile & Services: Introduction In all parts of the world cities are in the increasing heart of human activities INDIVIDUAL MOBILITY will the lead the development of automotive services PSA Peugeot Citroën – Marketing Intelligence Department - Cities, Automotive Mobility & Services – Nov. 2009 DSPM/PACM – Pascal Lambert & Pascal Feillard The private vehicle is the unique mean of transportation which offers flexibility, autonomy and versatility for goods as well for people 2

Individual mobility : Current status Mobility : Means to manage housing and social/economic/cultural activities Some data What automobile for what cities in 2015/2020 ? PSA Peugeot Citroën – Marketing Intelligence Department - Cities, Automotive Mobility & Services – Nov. 2009 DSPM/PACM – Pascal Lambert & Pascal Feillard 70 -75% of European Mobility is done with automobile 60% of European Mobility is urban or peri-urban In 2009, 50% of the world population lives in urban areas, 80% in the developed countries In 2020, 60% of the world population will live in urban areas, 80% in the developing countries Of the 20 largest urban areas, only 3 will be in most-advanced countries (Tokyo, New York et Los Angeles) 3

Individual mobility 3 dimensions of individual mobility : Physical/Material mobility Non material mobility (on communication & data flows, ubiquity…) Mental mobility (Individual and collective life experiences, mental journey, …) Mobility is essential to gain access to goods, services, housing, jobs, education, culture: The mobility is now a right ! However the nature of mobility is changing or has already changed Beyond the trip, search of efficiency and multiplication of opportunities • Ability to “navigate”: more efficiency, more density of experiences • Catching opportunities during the trip • New sociability forms (environment, people, networks, connected world…) PSA Peugeot Citroën – Marketing Intelligence Department - Cities, Automotive Mobility & Services – Nov. 2009 DSPM/PACM – Pascal Lambert & Pascal Feillard More complex and more dense 4

New mobilities: What needs? What uses? What expectations? Context • Jam, congestion, taxation, traffic restrictions Needs • Transportation of people and goods? City, road or highway? → Current sociodemographic evolution with a lower proportion of couples with children (berlines M 1/M 2 & monospaces) for the benefit of childless couples, solos and inactive (berlines B 1 & B 2) Expectations • Maneuverability, habitability, comfort, aesthetics, price… Uses • Daily/occasional, home-work/week-end/vacations, individual/ collective • Vehicle dedicated, specialized or polyvalent A new market will emerge if new offers respond to new expectations PSA Peugeot Citroën – Marketing Intelligence Department - Cities, Automotive Mobility & Services – Nov. 2009 DSPM/PACM – Pascal Lambert & Pascal Feillard Arbitration 5

Electric power or not: what automobile innovation? A vehicle promoting the modal arbitrations Cost Optimization Embedded intelligence Hyper modularity Welfare and personalization (cocoon), silence and comfort New experiences to live and/or to share A vehicle open outward Integrating the global dynamics of urban mobility in terms of uses and imagination Mutual, multimodal and multi-use Break out in the technical, economic and ethical terms → The method of traction is merely a means and not an end PSA Peugeot Citroën – Marketing Intelligence Department - Cities, Automotive Mobility & Services – Nov. 2009 DSPM/PACM – Pascal Lambert & Pascal Feillard A vehicle meeting the needs Dedicated or polyvalent, owned or leased A vehicle responding to the constraints New relation to the city (noise, traffic restrictions, Low Emission Zones. . . ) 6

Automotive services: a world of connections Connected with transportation networks & city infrastructures Connections of with public transportation information, parking, … Multimodal services Car sharing & new short term rental services Connected with car services Connected with personal networks Communication Entertainment Business/Professional activities PSA Peugeot Citroën – Marketing Intelligence Department - Cities, Automotive Mobility & Services – Nov. 2009 DSPM/PACM – Pascal Lambert & Pascal Feillard Traffic assistance Navigation services Emergency, Breakdown, Theft, … Assistance Car Servicing & link with car brand (CRM) 7

Public transports Car Sharing Moto rcycl es Walking 10 min 1 h Private cars 4 h - Mobility duration + PSA Peugeot Citroën – Marketing Intelligence Department - Cities, Automotive Mobility & Services – Nov. 2009 10 h DSPM/PACM – Pascal Lambert & Pascal Feillard Bike From Caisse Commune (Paris) Car rental Taxi Mobility + Accessibility & Flexibility - Mobility: need of flexibility & connections New areas of services 8

Connected Services (telematics) What are the customer expectations COMPANIES (B 2 B) INFOTAINMENT EFFICIENCY of BUSINESS CAR SERVICING/COSTS CAR FLEET Managt Individual MOBILITY of Employees SAFETY & SECURITY (People & Cars) SAFETY & SECURITY (People & Goods) PSA Peugeot Citroën – Marketing Intelligence Department - Cities, Automotive Mobility & Services – Nov. 2009 DSPM/PACM – Pascal Lambert & Pascal Feillard INDIVIDUALS (B 2 C) 9

Conclusion Individual mobility is and will still be strongly related to the automobile Tomorrow, automobile will be urban and specified by developing countries Car mobility in developed countries is stagnant and will further develop as new forms of mobility emerge Neo urban mobility requires new objects and new services (i. e. real-time info trafic, free-access vehicle: short-term car rental, long-term car rental, car sharing) Connected services & telematics will be the main lever of bringing new services to customers PSA Peugeot Citroën – Marketing Intelligence Department - Cities, Automotive Mobility & Services – Nov. 2009 DSPM/PACM – Pascal Lambert & Pascal Feillard Risk of mobility specialisation with urban reorganisation (shopping malls closed to housing) and social reorganisation (social network closed to housing) 10