{"id":47891,"date":"2026-03-26T08:46:10","date_gmt":"2026-03-26T07:46:10","guid":{"rendered":"https:\/\/www.italpassion.fr\/?p=47891"},"modified":"2026-03-26T08:51:01","modified_gmt":"2026-03-26T07:51:01","slug":"por-raiva-os-clientes-estao-provavelmente-com-a-toyota-ou-a-renault-o-novo-diretor-geral-da-peugeot-admite-que-geriu-mal-a-crise-dos-motores-puretech","status":"publish","type":"post","link":"https:\/\/www.italpassion.fr\/pt\/stellantis\/par-colere-les-clients-sont-probablement-chez-toyota-ou-renault-le-nouveau-ceo-de-peugeot-admet-avoir-mal-gere-la-crise-du-moteur-puretech\/","title":{"rendered":"\u00abPor raiva, os clientes est\u00e3o provavelmente na Toyota ou na Renault\u00bb: o novo Diretor-Geral da Peugeot admite que geriu mal a crise do motor PureTech"},"content":{"rendered":"
\"\"<\/figure>\n\n\n\n

\u00c9 uma admiss\u00e3o rara na ind\u00fastria autom\u00f3vel. No dia 24 de mar\u00e7o de 2026, numa confer\u00eancia de imprensa h\u00e1 muito esperada, Alain Favey, o novo Diretor-Geral da Peugeot, marca pertencente ao Grupo Stellantis<\/a>, Desde fevereiro de 2025, o novo construtor de autom\u00f3veis tem vindo a falar de um tema que h\u00e1 v\u00e1rios anos est\u00e1 no cora\u00e7\u00e3o da marca: o motor PureTech.<\/p>\n\n\n\n

E, por uma vez, o discurso n\u00e3o procurou minimizar o passado.<\/p>\n\n\n\n

Uma avalia\u00e7\u00e3o l\u00facida de uma crise mal gerida<\/h2>\n\n\n\n

Alain Favey n\u00e3o est\u00e1 com rodeios perante os jornalistas. Sim, a Peugeot continua a ter uma imagem negativa ligada \u00e0 fiabilidade dos seus motores PureTech, e sim, isso j\u00e1 n\u00e3o corresponde \u00e0 realidade atual, segundo ele.<\/p>\n\n\n\n

Ele insiste que os novos motores est\u00e3o agora entre os mais eficientes e fi\u00e1veis do mercado. No entanto, a perce\u00e7\u00e3o continua permanentemente manchada. E por boas raz\u00f5es, a marca reconhece implicitamente um erro grave... n\u00e3o necessariamente t\u00e9cnico, mas de gest\u00e3o da crise.<\/p>\n\n\n\n

\u00abH\u00e1 uma coisa que faz\u00edamos na altura que n\u00e3o faz\u00edamos muito bem\u00bb, admite. \u00c9 uma declara\u00e7\u00e3o poderosa, claramente direcionada para as rela\u00e7\u00f5es com os clientes. A Peugeot admite que n\u00e3o estava suficientemente pr\u00f3xima ou n\u00e3o respondia suficientemente aos problemas encontrados por alguns propriet\u00e1rios.<\/p>\n\n\n\n

Uma fuga de clientes para a concorr\u00eancia<\/h2>\n\n\n\n

Uma das passagens mais marcantes da confer\u00eancia foi, sem d\u00favida, aquela em que Alain Favey falou diretamente das consequ\u00eancias comerciais da crise. Segundo ele, alguns clientes desiludidos j\u00e1 abandonaram a marca. E n\u00e3o necessariamente de forma tempor\u00e1ria.<\/p>\n\n\n\n

\u00abProvavelmente, j\u00e1 est\u00e1 na Toyota ou na Renault h\u00e1 muito tempo\u00bb, explica, referindo-se aos consumidores que partiram \u00abpor raiva\u00bb. Uma observa\u00e7\u00e3o dura mas realista, que sublinha o impacto duradouro de um problema de fiabilidade mal gerido. Al\u00e9m disso, o Diretor-Geral reconhece que \u00e9 dif\u00edcil culpar estes clientes. O seu descontentamento \u00e9 considerado leg\u00edtimo e a Peugeot parece agora querer adotar uma atitude mais humilde.<\/p>\n\n\n\n

A Peugeot aposta num novo come\u00e7o<\/h2>\n\n\n\n

Face a esta situa\u00e7\u00e3o, a estrat\u00e9gia \u00e9 clara: virar a p\u00e1gina sem negar o passado. Desde h\u00e1 v\u00e1rios anos, a marca afirma ter adotado uma s\u00e9rie de medidas para reconquistar a confian\u00e7a. Garantias alargadas, controlos mais rigorosos, apoio ao cliente... tudo est\u00e1 a ser feito para demonstrar uma mudan\u00e7a de atitude.<\/p>\n\n\n\n

Mas a verdadeira mensagem de Alain Favey \u00e9 outra: convencer as pessoas de que os novos modelos n\u00e3o t\u00eam nada em comum com os do passado. \u00abCompreendemos os problemas e resolvemo-los\u00bb, afirma, referindo-se tanto aos aspectos t\u00e9cnicos como \u00e0s rela\u00e7\u00f5es com os clientes. A Peugeot promete agora uma fiabilidade total para os seus novos ve\u00edculos.<\/p>\n\n\n\n

Uma recupera\u00e7\u00e3o que levar\u00e1 tempo<\/h2>\n\n\n\n

Apesar destas garantias, o diretor-geral mant\u00e9m-se l\u00facido. N\u00e3o, os clientes n\u00e3o voltam de um dia para o outro. A confian\u00e7a, uma vez perdida, n\u00e3o pode ser recuperada numa quest\u00e3o de meses. \u00ab\u00c9 um processo que provavelmente levar\u00e1 algum tempo\u00bb, admite.<\/p>\n\n\n\n

Por conseguinte, a Peugeot parece estar empenhada num esfor\u00e7o profundo e a longo prazo para reconstruir a sua imagem. Esta tarefa \u00e9 ainda mais complexa num mercado em que a concorr\u00eancia - nomeadamente japonesa e europeia - goza j\u00e1 de uma s\u00f3lida reputa\u00e7\u00e3o de fiabilidade.<\/p>\n\n\n\n

<\/use><\/svg>\n

Transcri\u00e7\u00e3o integral da confer\u00eancia de imprensa<\/h2>\n\n\n\n

Agora estamos a lan\u00e7ar um novo motor que, sim, \u00e9 claramente um dos motores mais eficientes e fi\u00e1veis do mercado - estou certo de que j\u00e1 est\u00e1 convencido disso. <\/p>\n\n\n\n

E, apesar disso, continuamos a sofrer com a reputa\u00e7\u00e3o de um motor pouco fi\u00e1vel e com a imagem algo negativa que data desse per\u00edodo. Portanto, h\u00e1 algo que fizemos na altura e que n\u00e3o fizemos muito bem. E se h\u00e1 clientes que, na altura, tiveram problemas com o seu motor e a quem n\u00e3o respondemos de uma forma suficientemente pr\u00f3xima e reactiva, obviamente que compreendo que estejam descontentes e que, de certa forma, estejam aborrecidos connosco. <\/p>\n\n\n\n

Agora, o que fizemos exatamente? N\u00e3o sei exatamente o que fizemos de errado na altura, na forma como lid\u00e1mos com o problema. Tudo o que posso dizer \u00e9 que, ao longo dos \u00faltimos anos, pusemos em pr\u00e1tica todo um arsenal de ac\u00e7\u00f5es, garantias, pr\u00e9mios de verifica\u00e7\u00e3o e coberturas especiais que nos permitem estar hoje ao lado dos nossos clientes. Al\u00e9m disso, todos os ve\u00edculos novos que vendemos s\u00e3o totalmente fi\u00e1veis. Ele n\u00e3o nos vai perdoar de um dia para o outro. Vai continuar a ser infeliz, e talvez j\u00e1 o tenha sido com a Toyota, a Renault ou sabe-se l\u00e1 quem, nem que seja por raiva. E n\u00e3o o posso censurar, compreendo-o. <\/p>\n\n\n\n

Tudo o que podemos dizer hoje, enquanto respons\u00e1veis por esta marca, \u00e9: oi\u00e7am, n\u00e3o se detenham nos problemas do passado. N\u00f3s compreendemos e resolvemos os problemas do passado, tanto em termos da nossa atitude como do conte\u00fado t\u00e9cnico dos nossos modelos. E hoje, podemos garantir-vos que os novos modelos n\u00e3o t\u00eam qualquer problema e que ter\u00e3o uma marca e uma atitude totalmente diferentes das que tinham h\u00e1 alguns anos. <\/p>\n\n\n\n

\u00c9 a \u00fanica coisa que podemos dizer. Depois disso, as pessoas v\u00e3o perdoar-nos de um dia para o outro? N\u00e3o. Mas \u00e9 um processo que provavelmente levar\u00e1 algum tempo e n\u00f3s estamos preparados para isso.<\/p>\nAlain Favey - Diretor-Geral da Peugeot<\/cite><\/blockquote>\n\n\n\n

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