Peugeot plans SUV recovery

Peugeot aims to rebuild its market position Down Under with a host of new and revised models -- most of them crossovers. The French marque has seen significant falls in its volumes since a peak in 2006, but it says looking forward it has big plans for Australia including an expansion of its local dealer network and a significant recovery in sales volume by 2013.

Peugeot is preparing to roll out new models and options across its existing range such as stop/start and the world's first diesel hybrid engine. And it's these new offerings as well as all-new models that will help Peugeot increase current sale levels by 70 per cent over the next few years, says Peugeot Australia Managing Director, Ken Thomas.

"For us it's an exciting lineup... We're impressed by how quickly we've been able to bring these cars to market," said Thomas during the 508 launch.

Peugeot Australia expects to sell 8500 units during 2012, helped by the 508, repriced entry-level cars and new and updated models in its range. The brand estimates 6500 sales for this year but as recently as 2008 Peugeot managed well over 7000 sales. Even at 2012 level, Peugeot will represent less than 1 per cent of the local market share.

Key to the brand's recovery Down Under will be new and revised crossover and SUV models.

Company spokespersons are nonetheless confident in Peugeot's place here and now. The take-up of the RCZ, for example, is "bang on target" for the allocation the local outfit was able to secure from HQ and Magna Steyr.

By 2013 Peugeot "will look like a very different company" in Australia, said Thomas. Meanwhile, 2011 will see the introduction of the all-new 508 sedan and Touring models this month and Series II 308 hatch and wagons. The coupe-convertible version of the 308 will arrive in October and with it the brand's stop/start system.

A new compact SUV, availed by the company's joint venture with Mitsubishi, is based on the ASX. Expected to be priced under $30K, and confusingly dubbed the 4008, the new model will add weight to Peugeot's efforts in the SUV segment. Even though the model names are similar, the 4008 should not be seen as a replacement for the diesel-only 4007 medium SUV range which has just been repriced, to start at under $35K.

It's in the compact SUV arena "where it gets interesting" for Peugeot Australia. The 3008 is positioned as a premium offering in the segment, priced from $40K and available in two specification grades.

"When we were planning for that car it was right where the action was among compact SUVs," Peugeot Australia's National Marketing Director Richard Grant told motoring.com.au. Then the market shifted with the introduction of front-wheel-drive models from the Japanese like Nissan X-TRAIL and Dualis: "So the segment has effectively moved to around 20 [thousand dollars] from 40," Grant said.

The all-new 4008 is expected here by mid-2012 and will look "much, much better" than the image shown (green vehicle; best available from Peugeot Australia) when it is unveiled at next year's Geneva motor show.

Other interests for the brand include even smaller (sub-compact) SUVs, said Grant. The entry point in this field is sub-$20K but Peugeot will first try to match Japanese and South Korean competitors in the compact and medium segments with local "range rationalisation" and pricing around $30K.

The joint venture with Mitsubishi for the 4008 is codenamed 'J3' (Peugeot's other interests with Mitsubishi include the iON plug-in electric vehicle, based on the i-MiEV). The 4008 is a 'global car'; intended for several overseas markets to meet Peugeot's 2015 target of 50 per cent sales outside Europe.

On current model naming: the upcoming 4008 will use what's fast becoming the last of Peugeot's 'ownership' of 0-series codes. Enter the brand's reference to its "high architecture" range, prefaced by 'R'. First example is RCZ for the beautiful new coupe and stay tuned for the arrival of the RXH late next year.

The RXH is based on the 508 Touring model, but is raised and is wider. It uses the Peugeot's Hybrid4 system for sub-5 (4.2L/100km) consumption figures and can run in 100 per cent electric mode. The system incorporates a 2.0-litre diesel engine located at the front and a 70 kW electric motor at the rear; providing drive at each axle.

The RXH's reveal is scheduled for September's Frankfurt motor show with sales to start by mid 2012. The Hybrid4 system will make its road-going debut in the new 3008; also expected mid next year.

Read the latest Carsales Network news and reviews on your mobile, iPhone or PDA at the carsales mobile site