Peugeot Taps French Patisserie Beso Francés as First B2B Ambassador in Peru
Peugeot, represented by Astara in Peru, has officially appointed Beso Francés as its inaugural Business-to-Business (B2B) ambassador. This strategic move aims to bolster Peugeot's presence within the corporate sector and highlight the capabilities of the Peugeot Partner van as a work tool for businesses of all sizes. A specially customized Peugeot Partner, featuring the visual identities of both brands, was presented to Beso Francés. This vehicle will be instrumental in transporting supplies between Beso Francés's 24 retail locations and its logistical operations.
Sandra Rivera, Peugeot's Deputy Marketing Manager, explained that Beso Francés was chosen due to shared values, citing a common "French spirit, elegance, and romanticism." The goal is to showcase how the Partner can serve as a reliable ally for diverse businesses, transporting essential items like fruits and food for daily operations. Mónica Suárez, founder of Beso Francés, emphasized that the partnership extends beyond logistics, celebrating a connection to French tradition and a mutual desire to create memorable experiences. She views the Partner as the ideal vehicle to convey Beso Francés's essence across its stores and support its growth.
This collaboration occurs amidst a positive trend in the light commercial vehicle market. Carlos Betancour, Peugeot's Deputy Commercial Manager, noted significant growth in the Peruvian market, particularly for vans, since October of the previous year. Despite new competitors, the Peugeot Partner has achieved notable growth, attributed to the brand's market presence, product durability, and high resale value. Betancour also stressed Peugeot's commitment to comprehensive customer support in the corporate segment, including post-sales services like workshops, parts availability, driver advisory, and tailored fleet support.
Peugeot's strategic partnership with Beso Francés signifies a focused effort to penetrate the Peruvian corporate vehicle market. By leveraging the brand recognition and perceived values of a well-established local business, Peugeot aims to build trust and demonstrate the practical utility of its Partner van for diverse commercial applications. This approach addresses the evolving needs of small, medium, and large enterprises seeking reliable and efficient transport solutions, moving beyond transactional sales to foster long-term relationships through comprehensive after-sales support. As the commercial vehicle segment continues its growth trajectory, such alliances are crucial for automakers to differentiate their offerings and capture market share by aligning with relatable business success stories.
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