GENERAL LETTER

GENERAL LETTER 3280

25th October 2016

TO ALL PEUGEOT NEW VEHICLE DEALERS AND AUTHORISED REPAIRERS

For the attention of the Dealer Principal

Dear All

PEUGEOT CORPORATE IDENTITY NORMS UPDATE

In December 2014 at the London Roundhouse, Stéphane Le Guével set us all a bold target,
to implement the new Corporate Interior known as the Peugeot Retail Concept in all
Peugeot Dealerships and Authorised Repairers by 1st July 2017. This was confirmed in
Network Development & Quality Letter 122 in February 2015. More recently, many of us
were fortunate enough to the see the ground-breaking all-new 3008 SUV at the
International Convention in Cannes. This great addition to our range demonstrates clearly
the ambition the brand has to become the best high end generalist by 2020. That’s why
now, more than ever, our customers need to experience our products in a modern
showroom which offers them an experience befitting our ambition.

Therefore, with effect from 1st November 2016, the Peugeot Corporate Identity Norms for
New Vehicle Dealers and Sales Outlets VDN2 and for Authorised Repairers ARN2 are
updated, with these new versions replacing any previous versions of the Norms.

Norms are defined in the Agreements as the representational standards to be observed by

the New Vehicle Dealer and Authorised Repairer relating to the activities covered by the
Agreements operated. It is important to stress that if the Norms are not respected after a
remedial period, the ultimate outcome will be the termination of relevant contracts.

It is therefore essential that any New Vehicle Dealer or Authorised Repairer that does not
currently have plans in place to meet these Norms by 30th June 2017 starts putting those
plans into place immediately. Any New Vehicle Dealer or Authorised Repairer that does
not fully respect the Corporate Identity Norms VDN2 and ARN2 by that date will be
considered to have breached their contract(s) and will be subject to termination if the
breach is not remedied within a specified period.

Importantly, OS1 (2% margin) currently paid for CI compliance will cease as of 31st
December 2016 and all of this margin will move into the fixed standard on delivery margin
from 1st January 2017.

Peugeot Motor Company PLC Registered Office: Pinley House, 2 Sunbeam Way, Coventry, CV3 1ND. Registered in England No. 148545
Tel.: +44 (0)2476 884000 Fax: +44 (0)2476 884001
Peugeot Motor Company PLC is authorised and regulated by the Financial Conduct Authority.
Rev (01/2010)
 GENERAL LETTER 3280
Page 2 of 2

Key Milestone Dates

1st November 2016 Publication of the revised Corporate Identity Norms for New
Vehicle Dealers and Authorised Repairers VDN2 and ARN2.
30th June 2017 Date by which the Norms must be complied with by both New
Vehicle Dealers (including Sales Outlets) and Authorised Repairers.
1st July 2017 New Vehicle Dealers and Authorised Repairers that do not
comply will be written to providing a 6-month remedial period to
gain compliance after which, if compliance is not achieved, the
relevant contract will be terminated.
31st December 2017 Date of termination for New Vehicle Dealers and Authorised
Repairers that have not remedied the breach of contract.

In the attached documents, you will find the revised Peugeot Corporate Identity Norms
VDN2 and ARN2 for New Vehicle Dealers and Sales Outlets and Authorised Repairers.

If you have any questions regarding the implementation of the Peugeot Retail Concept and
the requirements of the revised norms, please contact the Corporate Identity Team via
corporateidentity@mpsa.com or your Regional Franchising Manager:

Martin Bradley martin.bradley@mpsa.com telephone 07831 556824

Jonathan Adkin jonathan.adkin@mpsa.com telephone 07831 537778

Thank you in advance for supporting the Peugeot Brand to be ‘STRONGER TOGETHER’.

Yours sincerely

DAVID PEEL STUART HODGE

MANAGING DIRECTOR DIRECTOR – QUALITY & NETWORK DEVELOPMENT
 Peugeot Motor Company PLC

Corporate Identity Norms

(VDN2; ARN2)

Introduction

This document should be read in conjunction with the Peugeot New Vehicle Dealer and
Authorised Repairer and their associated Selection Criteria.

Norms are defined in the Agreements as the representational standards to be observed by

the New Vehicle Dealer and Authorised Repairer relating to the activities covered by the
Agreements operated.

These are not Operating Standards, which are over and above the Norms and can be set
by Peugeot annually, for which payments may be made.

Please see the Peugeot Retail Concept Guidelines and Finishes document for further
details, specifications and material references. These guidelines can be found on the
Corporate Identity website accessed via the Dealer portal.

Section 1 New Vehicle Dealer & Sales Outlet Page 2

Section 2 Authorised Repairer with a New Vehicle Page 6

Dealer on the same site or a Sales Outlet on
the same site

Section 3 Authorised Repairer Page 10

1
Section 1

VDN2 New Vehicle Dealer Corporate Identity Norm

A. Exterior Corporate Identity

The following are the minimum requirements for New Vehicle Approved Premises,
including for Sales Outlets that are used to satisfy Selection Criteria VM3 and VM4.

1. Peugeot Name*
2. Peugeot Lion on the frontage of building*
3. Dealer Name *
4. Double sided totem *
5. Aluminium Entrance Portique*
6. Secondary signage for customer parking, handover area, other entrances etc.
7. Tarmac (or other hard surfaces i.e. block pavers) in all customer-facing areas:
roadways, customer parking and car / LCV demonstrator parking
8. Well maintained landscaping and buildings (no weeds, graffiti, pot holes. Roof,
gutters, drainage in good condition)
9. Blue Box cladding RAL 5011 as specified on architectural scheme

*Specified and installed by Peugeot or their nominated contractor. All signage is subject
to local planning regulations.

B. Interior Showroom Corporate Identity

The table in ATTACHMENT 1 sets out the requirements in all Peugeot Showroom
areas, including those in Sales Outlets; these are the physical areas which are used to
satisfy the Selection Criteria VM5 ‘Showroom Interior’ - showroom display area and
overall showroom area plus, adjacent offices / areas which are associated with the
Peugeot showroom and visible or accessed by Customers.

C. New Vehicle Showroom Definitions (including Sales Outlets)

1. Separate New Vehicle Showroom – ‘Solus’
 The Peugeot New Vehicle Showroom is in a physically separate building from
any other showroom on the Approved Site
 The Peugeot New Vehicle Showroom has its own Customer Entrance
 There are no shared facilities with other brands or used vehicles
 The Peugeot Corporate Identity, both Interior and Exterior, is the only Corporate
Identity in and on the Showroom building.

2. Partitioned Showroom – ‘Multi brand’

 The Peugeot New Vehicle Showroom is physically under the same roof space as
the new vehicle showroom(s) of other Brands but is partitioned from the other
Brands’ new vehicle showrooms / display areas
 There must be separation, by a partition, between Peugeot New Vehicle
Showroom and any Used Vehicle showroom / display
 There must be a separate Peugeot main customer entrance.

a. Partition Definition
A partition is defined as a full height physical wall between the Peugeot Showroom
which can have access doors for customers, Escape Routes and vehicle movement,
via other Brands’ showrooms.

2
 b. Derogations for a full height physical wall Partition

Peugeot will consider derogation to the requirement for a full height physical wall
under the following circumstances:

 An exceptionally high ceiling height

 A building design that prevents full height separation being practical
 A reduction in daylight from the installation of a full height wall
 A negative impact on the Peugeot Brand Image
 The minimum height for a partition is 2.2m
 The partition must have 70% of its area covered by obscure material e.g.
opaque glass. This must be opaque at eye level.

Any derogation from a full height partition must be agreed in advance by the Corporate
Identity Manager and validated at the Network Development Review Meeting.

3
 ATTACHMENT 1

B/C Market Type A Market Type/ Sales

Outlet
Minimum Area m2 180 m2 /240m2 130m2 / 125m2
(Selection Criteria
VM5)
Vehicle Handover Internal
Area
By exception
external
undercover area
Flooring /Furniture / Lighting/Connectivity Requirements
Sales Area Minimum requirement
Blue Feature Wall
Including backlit 1
lion
Sales Desks 3 1
Operator Chairs 3 1
Visitor Chairs 2 per desk
Flooring Mocha Tiles
Lighting – Vehicle Down Lighters
Display Area Ceiling lights
minimum 750 lux
Digital Marketing Points Optional Digital Marketing
Connectivity
Optional Peugeot TV Points Optional Peugeot TV
Vehicle Handover Mocha Tiles or White Taxos tiles
Area (Taxos for use
in separated area)
Customer Minimum requirement
Reception /
Welcome Area
Corporate Wall 1
Greeter Desk 1 1
By exception (and only with agreement of By exception If operating as a
Peugeot CI) where operating from a building Peugeot Authorised Repairer in a
which prohibits the installation of a separate type A market then the Greeter
Greeter Desk, it may be combined with Desk may be combined with
Service Customer Reception Service Customer Reception
Lifestyle cabinets 1
Configurator 1 Optional
Flooring Mocha tiles
Lighting Light bar
Customer Waiting Minimum requirement
Area

Customer Chairs 4
Coffee Table 1
TV unit 1
Accessory Display Boutique Gondola or
Wall mounted
Hospitality area Incorporating:
 Hot drinks machine – bean-to-cup or capsule coffee –
no vending machines
 Fridge – milk, fruit juice and bottled mineral water
Hot drinks (free to customers) to be served in a quality cup (e.g.
China / Wax / Starbucks type cup) not a polystyrene or plastic cup

4
 ATTACHMENT 1

Flooring Carpet

Lighting Refer to Peugeot Retail Concept Interior Guideline Document

Connectivity Free Wi-Fi access
Paint
Walls Dulux Diamond vinyl matt emulsion colour: White RAL 9010
Feature Wall Blue RAL 5011
Ceilings Rockfon grey suspended ceiling tiles
Doors & Door Softwood linings with RAL 7015 eggshell finish with Formica Polar
Frames White laminate faced doors with hardwood lipping’s or painted solid
core doors gloss painted colour: White RAL 9010, aluminium frames
powder coated RAL 9006 Silver with seamless glass doors with patch
handles and hinges.
Window Frames & Frames: Painted or polyester powder coated colour RAL 9006 to all
sills areas dependant on material
Sills: Painted Grey eggshell RAL 7015

Other Items
Customer Toilets Refer to Peugeot Retail Concept guideline document for details
Housekeeping  No out of date model / offer / campaign/ literature
 Surfaces clean and clear of clutter
 Newspapers and Magazines up-to date
Showroom Display  Silver Number Plates with model identification
Vehicles  One free standing information unit per vehicle, at least one to
include accessories details
Windows Clear of any advertising other than:
 That specifically provided by Peugeot for a specific campaign
and for a limited period of time
 Regulatory requirements

5
 Section 2

ARN2 Authorised Repairer Corporate Identity Norm

Sites which operate a Peugeot New Vehicle Dealer Agreement or Sales Outlet

A. Exterior Corporate Identity

The following are the minimum requirements for an Authorised Repairer Approved
Premises.

1.1 Authorised Repairer and Peugeot New Vehicle Dealer Agreement or

Peugeot Sales Outlet operates in the same building
If the Peugeot New Vehicle Dealer satisfies the requirements of the VM3 then items 1,
2 and 3 below will be installed on the New Vehicle Approved premises:

Primary Signage
1. Peugeot Name*
2. Peugeot Lion on the frontage of building*
3. Dealer Name *
*Specified and installed by Peugeot or their nominated contractor

1.2 Peugeot Authorised Repairer – in separate building from Peugeot VN

1. Cladding
a. Multi Brand building should have neutral grey cladding
b. Solus, separate Peugeot Building, on a Peugeot VN site, should have
grey or blue cladding
2. Peugeot Authorised Repairer box sign* on the building adjacent to main
customer entrance in which the AR Agreement operates as required
3. Secondary signage for customer parking; vehicle reception; other entrances etc.
4. Tarmac (or other hard surfaces i.e. block pavers) in all customer facing areas:
roadways, customer parking
5. Well maintained landscaping and buildings (no weeds, graffiti, pot holes. Roof,
gutters, drainage in good condition)
*Specified and installed by Peugeot or their nominated contractor

1.3 Multi Brand Authorised Repairer Workshops / Receptions

If by exception it has been agreed that the Peugeot Service Customer Reception
cannot be located in the VN showroom and is located in a separate building where
there are other Brand receptions, the following are the minimum requirements:

1. Cladding should be neutral grey cladding RAL 9006

2. Peugeot Authorised Repairer box sign* on the building adjacent to main
customer entrance in which the AR Agreement operates as required
3. Secondary signage for customer parking; vehicle reception; other entrances etc.
4. Tarmac (or other hard surfaces i.e. block pavers) in all customer facing areas:
roadways, customer parking
5. Well maintained landscaping and buildings (no weeds, graffiti, pot holes. Roof,
gutters, drainage in good condition)

B. Interior Corporate Identity

In accordance with the terms of the Authorised Repairer Agreement Article V Item 8
‘The Authorised Repairer agrees to operate a customer reception area dedicated to
Peugeot customers, manned by customer reception staff dedicated to the Peugeot brand,
in compliance with the ‘Franchise Norms’.
The table in ATTACHMENT 2 sets out the requirements for the Interior.

6
 ATTACHMENT 2

1.1 Authorised Repairer and Peugeot New Vehicle Dealer Agreement or Peugeot Sales
Outlet operates in the same building

B / C Market Types A Market Type

Service Customer 1. Must be in the Peugeot Showroom

Reception Area 2. Cannot be located in a Used Vehicle Showroom
3. Must have a clearly identified entrance with appropriate
secondary signage.

By Exception if it is not possible for the Service Customer Reception

to be accommodated in the Peugeot showroom it may be located
separately, adjacent to the Peugeot Service Workshop but must still
meet the requirements set out below for Service Customer
Reception Area
Service Customer The area described in VDN2 is to be available to both Service and
Waiting Area Sales customers with the same specification as in VDN2

Customer Toilets The facilities used to meet VDN2 will satisfy this requirement

7
 ATTACHMENT 2

1.2 Peugeot Authorised Repairer – in separate building from Peugeot

B / C Market Types A Market Type

Customer Lounge Minimum requirements

Area

Customer Seating 4

Coffee Table 1

TV Unit 1

Flooring Brand specific carpet

Accessory Display
Boutique gondola or wall mounted
Hospitality Unit  Hot drinks machine – bean to cup or capsule coffee. No
vending machines
 Fridge – milk, fruit juice and bottled mineral water

Hot drinks (free to customers) to be served in a quality cup (e.g.

China / Wax / Starbucks type mug) not a polystyrene or plastic cup

Connectivity Free Wi-Fi access

Lighting Specific lighting rig over customer waiting lounge & 1 floor lamp

Service Customer
Minimum requirements
Reception Area

Reception Counter 1

Staff Seating 1

Customer Seating 2

Service wall 1

Lighting Suspension Strip Light above Customer Service Counter

Flooring Mocha tiles & specific barrier matting at entrance

8
1.3. Multi Brand Authorised Repairer Workshops / Receptions

B / C Market Types A Market Type

Customer Lounge Area Minimum requirements

Customer Seating 4 neutral

Coffee Table 1 neutral

Customer TV 1

Flooring White Taxos floor tiles 600mmx600mm

Accessory Display Peugeot boutique gondola or wall mounted

Hospitality Unit  Hot drinks machine – bean to cup or capsule coffee.

No vending machines
 Fridge – milk, fruit juice and bottled mineral water

Hot drinks (free to customers) to be served in a quality cup

(e.g. China / Wax / Starbucks type mug) not a polystyrene
or plastic cup

Connectivity Free Wi-Fi access

Lighting Adequate neutral lighting as agreed with CI Manager

Service Customer Reception

Minimum requirements
Area

Reception Counter 1 Peugeot branded desk

BY EXCEPTION
A neutral colour (non-brand specific) reception desk
dedicated to Peugeot may be acceptable provided all other
brands represented have the same neutral reception desks.
Individual plans must be approved by Peugeot Network
Identity Manager.

Staff Seating 1

Customer Seating 2

Service Wall An approved Peugeot logo on the wall behind the dedicated
Peugeot Service Customer Reception Counter OR a Box sign
on the wall behind Customer Reception
Lighting Suspension Strip Light above Customer Service Counter

BY EXCEPTION
If neutral desk is used no Strip Light is required

Flooring White Taxos floor tiles 600mmx600mm

9
 Section 3

ARN2 Authorised Repairer Corporate Identity Norm

Sites not operating a Peugeot New Vehicle Dealer Agreement and not operating
as a Peugeot Sales Outlet

A. Exterior Corporate Identity

The following are the minimum requirements for an Authorised Repairer Approved
Premises that do not also operate a Peugeot New Vehicle Dealer Agreement or Sales
Outlet.

1. Neutral cladding – silver on the outside of the building

2. Peugeot box sign* on the building in which the AR Agreement operates
3. A dedicated Service Department entrance with appropriate secondary signage
as required
4. Secondary signage for customer parking, vehicle reception, other entrances etc.
5. Tarmac (or other hard surfaces i.e. block pavers) in all customer facing areas:
roadways, customer parking
6. Well maintained landscaping and buildings (no weeds, graffiti, pot holes. Roof,
gutters, drainage in good condition).

*Specified and installed by Peugeot or their nominated contractor

B. Interior Corporate Identity

In accordance with the terms of the Authorised Repairer Agreement Article V Item 8
“The Authorised Repairer agrees to operate a customer reception area dedicated to
Peugeot customers, manned by customer reception staff dedicated to the Peugeot brand,
in compliance with the Franchise Norms”

The table in ATTACHMENT 3 sets out the requirements for the Interior.

1.1 Stand-Alone Peugeot Authorised Repairer

1.2 Multi-Franchise Peugeot Authorised Repairer

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 ATTACHMENT 3

1.1 Stand-Alone Peugeot Authorised Repairer

B / C Market Types A Market Type

Customer Lounge Minimum requirements

Area

Customer Seating 4

Coffee Table 1

TV Unit 1

Flooring Brand specific carpet

Accessory Display
Boutique gondola or wall mounted
Hospitality Unit  Hot drinks machine – bean to cup or capsule coffee. No
vending machines
 Fridge – milk, fruit juice and bottled mineral water

Hot drinks (free to customers) to be served in a quality cup (e.g.

China / Wax / Starbucks type mug) not a polystyrene or plastic cup

Connectivity Free Wi-Fi access

Lighting Specific lighting rig over customer waiting lounge & 1 floor lamp

Service Customer Minimum requirements

Reception Area

Reception Counter 1

Staff Seating 1

Customer Seating 2

Service wall 1

Lighting Suspension Strip Light above Customer Service Counter

Flooring Mocha tiles & specific barrier matting at entrance

11
 ATTACHMENT 3

1.2 Multi-Franchise Peugeot Authorised Repairer

B / C Market Types A Market Type

Customer Lounge Minimum requirements

Area

Customer Seating 4 neutral

Coffee Table 1 neutral

Customer TV 1

Flooring White Taxos floor tiles 600mmx600mm

Accessory Display Peugeot boutique gondola or wall mounted

Hospitality Unit  Hot drinks machine – bean to cup or capsule coffee. No

vending machines
 Fridge – milk, fruit juice and bottled mineral water

Hot drinks (free to customers) to be served in a quality cup (e.g. China

/ Wax / Starbucks type mug) not a polystyrene or plastic cup

Connectivity Free Wi-Fi access

Lighting Adequate neutral lighting as agreed with CI Manager

Service Customer Minimum requirements

Reception Area

Reception Counter 1 Peugeot branded desk

BY EXCEPTION
A neutral colour (non-brand specific) reception desk dedicated to
Peugeot may be acceptable provided all other brands represented
have the same neutral reception desks. Individual plans must be
approved by Peugeot Network Identity Manager.

Staff Seating 1

Customer Seating 2

Service Wall An approved Peugeot logo on the wall behind the dedicated Peugeot
Service Customer Reception Counter OR a Box sign on the wall
behind Customer Reception
Lighting Suspension Strip Light above Customer Service Counter

BY EXCEPTION
If neutral desk is used no Strip Light is required

Flooring White Taxos floor tiles 600mmx600mm

12