Dealer Portrait: Robin Peicher, PEICHER Automotive in Austria

As the Ford F-150 continues its expansion across Europe, Austria has emerged as an exciting market for this iconic pickup. PEICHER Automotive, a well-established family business, has embraced the opportunity to introduce the F-150 to Austrian customers. We spoke with Robin Peicher , CEO and Import & Sales Manager, about the company’s legacy, the unique appeal of the F-150, and the opportunities and challenges in the Austrian market.

?A Family Legacy in the Automotive Industry

Robin Peicher grew up in the automotive world, shaped by his family’s long-standing business. From an early age, he developed a deep appreciation for quality, customer service, and trust—values that remain central to PEICHER Automotive today. With a blend of tradition and modern thinking, the dealership is known for its strong customer relationships and commitment to innovation.

?"Being part of a family business, I naturally embraced the values of quality and customer focus. Combining these values with my vision for the future and leading the company alongside my family was a natural step for me."

PEICHER Automotive prides itself on offering personalized service, ensuring that every customer feels confident in their purchase. Their guiding principles—passion, trust, quality, and innovation—are key to their success.

Bringing the Ford F-150 to Austria

The decision to introduce the Ford F-150 to their lineup was both strategic and exciting. As a vehicle that embodies freedom, adventure, and versatility, the F-150 is a perfect fit for Austrian customers. Whether for work or leisure, it offers a high payload, efficiency, and an impressive price-performance ratio compared to competitors.

?"The F-150 is more than just a pickup—it’s a statement. We see strong interest from tradespeople, business owners, and even premium SUV drivers who are drawn to its capabilities."

The customer base in Austria is diverse, ranging from professionals who need a reliable work vehicle to families and outdoor enthusiasts looking for a modern and powerful truck. Many premium SUV drivers are also discovering the F-150’s appeal, appreciating its combination of strength and comfort.

Navigating Challenges in the Austrian Market

While the Austrian market presents some challenges—such as higher taxes and stricter registration requirements compared to neighboring countries — PEICHER Automotive sees strong potential. They believe that adapting strategies from the U.S. market will help maximize sales.

Marketing campaigns focusing on the F-150’s versatility and lifestyle appeal will be crucial. Reaching beyond traditional pickup buyers and engaging new audiences, such as premium SUV owners, is another key focus.

?"The F-150 isn’t just a workhorse—it’s a lifestyle vehicle that fits seamlessly into everyday life. We must also look beyond traditional pickup buyers and reach out to those who haven’t yet considered an F-150."

?A Strong Partnership with Hedin US Motor

A crucial factor in the successful launch of the F-150 in Austria has been PEICHER Automotive collaboration with Hedin US Motor. Their partnership ensures seamless operations, strong customer support, and access to a first-class product.

"Partnering with Hedin US Motor was an easy decision. Their expertise, commitment to quality, and customer support have been invaluable."

As the Ford F-150’s presence in Europe continues to grow, PEICHER Automotive is leading the way in Austria, offering customers a top-tier American pickup with unmatched capabilities.

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Are you interested in bringing the Ford F-150 to your market? Contact us at [email protected] to explore the possibilities!