Bangsil, Stellantis Korea CEO: "We Will Tackle Fluctuating Car Prices First"

Bangsil, the new CEO of Stellantis Korea, held a press conference on the 1st and identified 'stabilizing pricing policy' as the top priority. The strategy aims to minimize constant discount promotions to foster win-win relationships with dealers and enhance brand value by restoring customer trust.

On this day, CEO Bang stated, "In the domestic automobile market where brand polarization is intensifying, we will strive to create a brand that satisfies the thirst for diverse choices," and expressed his ambition to "expand the proportion of customers switching from domestic brands."

To this end, Stellantis Korea plans to solidify a strong foundation by comprehensively reviewing its business operations?from sales and A/S to product portfolio and marketing strategies?with the core goals of restoring customer trust and strengthening the brand.

Alongside stabilizing pricing policy, CEO Bang emphasized service quality as a key strategy. He said, "We will avoid unconditional expansion of customer touchpoints and create synergy among Stellantis brands so that customers can easily access services and dealers can operate efficiently."

Stellantis Korea plans to open two Stellantis Brand House showrooms in Wonju and Gwangju, and one integrated service center in Wonju this year. By 2026, a total of nine showrooms and ten service centers will be converted into Stellantis Brand Houses.

Bangsil Stellantis Korea New CEO
[Photo by Stellantis Korea]

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This year, Stellantis will launch Jeep brand's first pure electric vehicle, the 'Avenger,' in the second half, and Peugeot will add the '308 Mild Hybrid (MHEV) model' to meet demands for diverse powertrains.

In preparation for the full-scale electrification transition, the company will also expand electric vehicle after-sales service (A/S) infrastructure and enhance maintenance expertise. Electric vehicle repair centers will be classified into levels 1 to 3, with specialized electric vehicle technicians stationed on-site. Stellantis Korea recently signed an industry-academic cooperation agreement with Seoyoung University to continuously invest in training electric vehicle technicians and plans to build dedicated electric vehicle infrastructure.

CEO Bang said, "This year, rather than focusing on sales expansion, we will dedicate ourselves to making encounters with customers memorable experiences," adding, "With Stellantis's two attractive brands, we will approach not only imported car customers but also domestic car customers more closely."

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