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11 AutoData | June 2018 “In a very clear way, the company lost the orientation for the client, underestimated it, thought that the job was done, that the product would do it by itself.” we are still in full transformation, on the eve of what may be the greatest launch of the brand in Brazil [ the C4 Cactus], and we want to take this opportunity not just to launch the car but the newpromise of brand as well. We are not starting from a degraded image, but of a more solid residual, a rescue. It is the same principle, even remodeled. I believe this process will be even faster than it was in Peugeot because in that case the change was more substantial. Can you notice that the Brazilian custo- mer in general consider French cars not so reliable, from the quality and service point of view? The image issue, breaking past refe- rences, reconstruction, is from mid and long-terms. It is a process. I’m not saying ‘Look, it is all solved, everyone thinks we are perfect because we are doing our homework’. I’m just saying ‘We are doing our homework’. It’s from a solid base that wewill change our image. This will happen only when the customers experience the products and say ‘Wow, the brans have changed’. This is the pro- cess. On a certain way this is already happening. It would be ingenuity from us if we thought we would revert that in two years. We know that just doing our job internally is not enough, we need to explain this to the customer. A good example is the Peugeot Total Care, a program of post-sales in the Brazilian market: there is no other brand offering anything similar. We put more than 1 thousand backup cars on the dealers, we are the only brand that gives to the customer scheduled maintenance free of charge if the work takes more than 24 hours. There are real features to the customer, noticeable ones, which de- monstrate that transformation. From this programPeugeot’s image has changed a lot in the digital media, andwemultiplied by three the conversion rate in sales. What about the resale value? We knew that therewere twomain points