How to transform a brand communication crisis into a success for the whole company

As of September 2024, Peugeot, the leading automotive brand of the Stellantis Group, faced a major reputational challenge due to problems with PureTech engines and AdBlue systems, affecting many customers and resulted in the preparation of a massive lawsuit involving approximately 5,000 affected clients in Spain.

MARCO, Stellantis communication consultancy, implemented a comprehensive crisis management and reputation recovery plan. The strategy included a crisis response plan reinforcing Peugeot’s commitment to excellence, social listening and community management, training of sales force and aftersales at dealers and garages, as well as ensuring customer satisfaction through proactive communications, extended warranties and strategic media engagement. Through a structured approach, combining digital strategies, crisis management, and media outreach, the crisis was turned into an opportunity to reposition the brand. The campaign mitigated risks, restored consumer confidence, and reinforced Peugeot’s corporate values, ultimately positioning it as a responsible and transparent brand. Complaint response time was brought down from 4 days to 20 hours. 700 sales representatives were trained, achieving a 96% satisfaction rate in handling customer concerns. Negative sentiment on social media dropped from 36% to 20%, while positive sentiment increased from 30% to 38%.