Z E M C H 2 0 1 2 I n t e r n a t i o n a l C o n f e r e n c e
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take advantage of new business opportunities, especially in systems reducing vehicle
energy consumption.
Automobile Manufacturer: Peugeot
Peugeot has two factories in Spain. The manufacturing plant, where the analysis was
undertaken, started operations in 1952. At this productive centre, activities of assembly,
bodywork and painting are carried out and several models are produced. Production
amounts to 134,081 vehicles, of which 79% is exported. The case analysis was
undertaken with two executives.
In relation to the evaluation of the new regulation, the company is totally cognizant of
Directive 2000/53 and is of the opinion that it is a further restriction to its activities. Firstly,
new regulation requires changes in the product design. At the same time, it will
necessitate a more rigorous selection of materials. This restriction will directly affect
Peugeot’s suppliers, rather than the company itself. In addition, various actions have
already been implemented to adjust to the requirements of the new regulation: new
design of the cars, written documents distributed and processes formalised to identify
the environmental legal requirements, environmental audits and environmental reports
are published. Finally, suggestions for environmental improvements are also encouraged.
The departments responsible for incorporating the new regulation requirements and
controlling the actions implemented in the company are two: the automobile regulation
department and the environmental department.
The company’s attitude toward environmental problems has been proactive in recent
years (best importance of the new regulation’s requirements on the company’s
manufacturing strategy). The centre has been certified with the ISO 14001 standard.
Environmental references are required of suppliers and dealers are also to proceed with
certification. Environmental objectives are considered to be hierarchically as being
equally as important as those of costs, quality and delivery times. This is demonstrated
with two arguments. On the one hand, a company such as Peugeot cannot be seen to
be involved in any environmental type of irregularity due to the public repercussion this
would have. Secondly, the main product innovations carried out by the company are
related to environmental improvements: an anti-particle filter for diesel and HDI engines,
which are more energy-efficient and emit less CO
2
.
In terms of structural decisions, there have been no changes in location, size of the
facilities or in plant layout. Efforts are, however, made to integrate the centres into the
landscape, reduce noise pollution and prevent soil contamination. The biggest change in
structural decisions has been in technologies to improve and minimise the product’s
environmental impact. Peugeot is committed to controlling greenhouse gases. Likewise,
in 2009 the corporation signs an agreement to buy EMCON Technologies, that is going
to allow it to become the world leader in emissions control technologies. This challenge
is a corporate priority. The group’s reputation in Europe as a maker of diesel engines is
due to a policy of innovation applied both to the engine itself and to the decontaminating
techniques used. Peugeot redoubled its efforts in research to develop a new generation
of diesel engines with high pressure direct injection and a common rail. Firstly, it
marketed in 1998 the High
Pressure Direct Injection (HDi) engine. In the field of air
quality, Peugeot was the first automobile manufacturers to fit particle filter systems.
Other innovations are expected in this field with hybrid vehicles. In 2006 PSA Peugeot
Citroen showed two hybrid vehicle units (307 and C4), consuming 3.4 litres per 100
kilometres. They were marketed in 2010. Finally, the natural environment is altering
relationships with suppliers. The new regulation means the company will have to be
