When Nicola Dobson returned to lead Peugeot UK as Managing Director in January, it marked more than a homecoming—it coincided with a remarkable turnaround in the brand’s performance. “It was a ‘welcome home’ in a way,” says Dobson, referencing her long history with the organisation, having joined as a graduate in 2000. Her appointment came at a time when the brand needed both fresh leadership and clarity of purpose.
Under Dobson’s stewardship, Peugeot’s UK sales have surged. According to one industry report, Peugeot saw nearly a 40 % increase in sales year-on-year, reaching just over 70,000 units and surpassing other Stellantis brands in the UK market. Earlier in the year, Stellantis UK press releases noted that Peugeot achieved a 34 % jump in car volumes and lifted market share to 4.9 % (from 3.9 %) on a year-to-date basis These numbers showcase how the combination of leadership and strategic clarity have aligned for Peugeot.
1. A clear leadership reset
Dobson’s return to Peugeot UK marks a significant step: she began her career at Peugeot in 2000 and has held several roles across the brand and the wider Stellantis Group—including time at Citroën UK marketing and leading Stellantis UK’s used-car operations. Her broad internal experience gives her unique insight into how strategy, retail operations, product and brand come together From day one she emphasised the importance of internal culture, retail readiness, and aligning product launches with consumer demand.
That culture reset is key. The brand needed to be more than just another badge under the Stellantis umbrella—it needed to stand out. Dobson’s familiarity with the team, systems and brand heritage meant she could hit the ground running. Her comment that “It was a nice feeling. I know so many people who work within the brand, and it was a very positive response from the team,” reflects the internal buy-in.2. Strong product and electrification strategy
Peugeot’s rapid growth is supported by a refreshed product line-up and a strong push into electrification. The UK press release from April 2025 notes that the brand’s total car and van sales increased by 24 % year-on-year, with car sales up 34 % and market share increased to 4.9 % in the UK. The report also highlights that Peugeot offers “the most extensive electric vehicle lineup of any mainstream brand in Europe” and that its electric car sales in Q1 more than doubled year-on-year to over 6,000 units in the UK context.
That positioning—available electrified/fully electric models, strong coverage, and value-led offers—has resonated with a UK buyer base that increasingly expects choice and sustainability credentials. In a very competitive market where premium and mainstream brands alike are adjusting portfolios, Peugeot’s clear push for electrified models gives it a decisive edge.
3. Market share growth and competitive dynamics
The competitive landscape in the UK is shifting rapidly. A recent analysis showed Peugeot grew its market share from 3.77 % to 4.92 % (an increase of +1.15 percentage points) based on registrations in the first four months of 2025. That growth is particularly notable because it comes as many automakers face headwinds—so expansion in this context is meaningful.
Peugeot’s move into the top five best-selling manufacturers in the UK is supported by increased volume, improved retail execution and a better fit with market demand. According to a press release, Peugeot started 2025 with volume up 25 % across cars & vans and an electric car market share rising to 5.7 % — up from 3.8 % a year earlier. All of this enables the brand to claim the mantle of being the best-selling of the Stellantis stable in the UK.
4. Retail-and-customer experience recalibration
Beyond product and leadership, Peugeot’s retail strategy appears to have shifted. While detailed dealer data isn’t public in full, the brand emphasises extensive coverage, improved after-sales, and incentive offers tailored to the UK market. The result: stronger consumer confidence, better dealer performance, and improved brand perceptions.
Part of the value proposition is also the “peace of mind” message—one press release emphasises Peugeot UK’s “Allure Care” coverage on electric vehicles (eight years / 100,000 miles for key electrical components), which helps electrified customers feel supported. In a market where EV ownership anxiety remains a barrier, this kind of assurance can make a difference.
5. Strategic alignment with Stellantis goals
As part of the larger Stellantis group, Peugeot benefits from economies of scale, shared engineering and manufacturing, but also faces the same pressures as all brands in the group: to deliver on electrification, to manage costs, and to compete in increasingly crowded segments. Yet Peugeot has found a sweet spot: it is large enough to matter, flexible enough to move quickly, and positioned well in both hatchback/SUV and electrified segments.
By performing strongly in the UK—especially relative to sibling brands—Peugeot helps reinforce the group’s UK footprint. It’s noteworthy that other Stellantis brands have struggled in the UK market, which makes Peugeot’s performance stand out all the more.
What this means for buyers and the brand
For UK buyers, the resurgence of Peugeot offers a compelling alternative in both traditional internal-combustion and electrified markets. The brand’s strong EV offerings mean those looking to make the switch feel better supported. And the fact that Peugeot is growing rather than stagnating in a tough market sends a positive signal about availability, service and trade-in value.
For Peugeot UK and Stellantis, this success underlines that premium value brands can still thrive if they align product, retail, incentive and culture. The strong leadership of Dobson, the product refresh and the strategic clarity have combined to bring tangible results.
Key takeaways
- Peugeot UK increased car-sales volume by ~34 % year-on-year and lifted UK market share to 4.9 %.
- The brand achieved one of the fastest growth rates among mainstream marques in the UK, rising from ~3.77 % to ~4.92 % market share in early 2025.Leadership mattered: Nicola Dobson’s return provided both continuity and renewed focus. Electrification and product refresh were central: Peugeot now offers one of the widest EV line-ups in Europe in its mainstream class.Retail, incentives and customer confidence were improved, which helped convert ambition into sales.
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