Stellantis Korea is launching its strategy to operate the Jeep and Peugeot showrooms as the 'Stellantis Brand House (Stellantis Brand House, hereinafter SBH)', strengthening customer-centric brand experience innovation and dealer operational efficiency through 'two-track network innovation'.
SBH aims to integrate and operate the networks of the Jeep and Peugeot brands based on the Stellantis Operation Standard, providing a 360-degree comprehensive customer experience and consistent service across all showrooms nationwide. At the same time, partner dealers will have the advantage of broadening their customer base and maximizing business operational efficiency based on the diverse product portfolios of Jeep and Peugeot.
The Busan showroom is the official 5th SBH showroom in the country, where Victory Automotive, the official dealer for Jeep and Peugeot, has established a Jeep showroom on the second floor of the existing Peugeot Busan showroom, operating on an integrated structure of the 2nd to 3rd floors. As the first showroom in the country to apply Jeep's new corporate identity (CI), it maximized outdoor sensibilities through the brand symbol, the seven-slot grille, and warm tones of Autumn Leaf and Mud colors. The Peugeot space features a harmonious combination of black and blue tones, creating a sophisticated image with a graphic wall that embodies the brand's sensibility.
In a total area of 1,182㎡ (358 pyeong), Jeep occupies the 2nd floor (417㎡) and Peugeot occupies the 3rd floor (382㎡), with a total of 8 vehicles displayed, 4 from each brand. Excellent accessibility near the Suyeong station (lines 2 and 3) and connectivity with key commercial districts such as Haeundae, Gwangalli, and Centum City are also advantages. In the second half of the year, the service center is expected to be expanded and relocated to enhance customer service satisfaction, officially opening thereafter.
The Jeep Ilsan showroom is also being transformed into the 6th SBH showroom. The existing Jeep showroom operated by Prima Motors is being renovated to include a Peugeot space (431㎡, 130 pyeong) on the 2nd floor, displaying a total of 6 vehicles, 3 from Jeep and 3 from Peugeot. Located in a dense area of automobile showrooms in Ilsan and boasting excellent accessibility to major highways such as the Freeway and the Metropolitan First Circular Expressway, it prides itself on a high level of customer convenience. In May, the service center will be expanded and relocated to enhance the integrated customer experience for exhibition and after-sales service (A/S).
Along with this, the showrooms in Uijeongbu and Anyang in Gyeonggi have also completed their transition to the 7th and 8th SBH showrooms, respectively. By renovating two Jeep showrooms operated by KCC Mobility with a Peugeot showroom on the 2nd floor (total area 257.4㎡) and 3rd floor (191.8㎡), the sales base for Peugeot in the metropolitan area has been further expanded. Geographically, the Uijeongbu showroom is located in a key area connecting northern Gyeonggi and northern Seoul, while the Anyang showroom is situated in a concentrated area of automobile showrooms in southwestern Gyeonggi, offering excellent accessibility. Additionally, the service centers adjacent to both showrooms in Uijeongbu and Anyang have officially started Peugeot service operations, establishing a system to provide an integrated customer experience for sales and A/S.
Stellantis Korea's Representative Bang Shil noted, "Jeep and Peugeot have played an iconic role in automotive diversity in the domestic market with their distinct emotions and brand identities," adding, "I hope more customers can experience the attractions of both brands under enhanced services through the SBH showrooms in Busan, Ilsan, Uijeongbu, and Anyang."
Stellantis Korea plans to add additional transitions in Suwon and Daejeon within the year, operating a total of 10 SBH showrooms by the end of this year. Currently, including SBH, Jeep operates a total of 16 official showrooms, and Peugeot operates 10 official showrooms, with plans to enhance synergy and operational efficiency between brands through continuous integrated operations.
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