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NEWS
Peugeot product push
Sales reverse based on flood of new modelsThe most hectic roll-out of fresh sheetmetal in Peugeot’s Australian history is designed to reverse the current sales slump and drive the French brand to a record high in Australia.
This barrage, led by today’s launch of the 208 mini, will includes facelifts, new generations of existing cars and all-new lines aimed at new segments. They include the 5008 seven-seat people-mover, 408 mid-size sedan (pictured), 2008 mini-SUV and is completed within 18 months by the local debut of the vital 308 small car.
All this, combined with the recent launch of the 4008 compact SUV and 508 large sedan has newly-appointed Peugeot Automobiles Australia director/general manager Bill Gillespie predicting PAA will be surpassing its all-time 8807 sales record set in 2007. However, to the end of August, PAA is 199 sales behind its 2011 tally, which ended at 5220 sales and was the lowest result since its parent Sime-Darby took over the distribution of Peugeot in Australia in late 2001.
“We are shooting for between 6000 and 6500 sales in Australia in 2013,” Gillespie said. “We sold 8800 cars in 2007 and we would like to be back to those sorts of numbers. We have a 40 dealer network and I think that 9000 number is a space they would like to be in. Everything we do is about getting back into that space.”
Peugeot’s Australian push reflects parent PSA’s belated realisation that it needs to globalise as sales in its European heartland slump in difficult economic conditions. PSA, which also owns Citroen, saw its European sales dip 15 per cent in the first half of 2012 prompting a half-year loss of 819 million Euros.
“They (PSA) do recognise the need for globalisation,” Gillespie said. “We are getting a lot of support from the factory for our stuff in Australia because they want to support overseas markets. They are providing financial support, product support, spec support, pricing support.”
Another by-product of PSA’s massive losses is a decision to unite Peugeot and Citroen distribution wherever possible. In Australia that means Citroen is swapping from Ateco to Sime Darby from 2013. At the same time, Sime Darby is handing the distribution rights of the Korean SUV brand SsangYong to Ateco.
Apart from the rash of all-new models, Peugeot will also facelift the Partner and Expert LCVS – the latter adding a 2.0-litre turbodiesel-six-speed auto powertrain from the 508 – the RCZ coupe and 3008 compact cross-over. Unfortunately, the 194kW RCZ R is yet to be confirmed as part of the model avalanche. If it is to come here it won’t be before mid-2014.
The 5008 is a 5+2 wagon that will be offered in one specification level and one turbo-petrol or turbodiesel engine. That powertrain choice has yet to be made, which also means pricing has yet to be finalised. However, the Honda Odyssey is seen as a key rival and that starts at $37,100. The 5008 will also act as a quasi-replacement for the Mitsubishi Outlander-based 4007 medium SUV, which is being discontinued.
The 408 is a booted version of the current 308 primarily intended for developing markets. It will be imported into Australia from Malaysia, where it is assembled from parts made predominantly in China. Primary rivals for the 408 will include the Volkswagen Jetta, so pricing should start well below $30,000.
The 2008, which is being shown at the Paris auto show this week as a thinly disguised concept will venture into a rapidly expanding part of the market soon to be also contested in Australia by the likes of the Nissan Juke, Holden Trax and Ford EcoSport.
Gillespie predicted it has the potential to be the biggest seller amongst Peugeot’s expansion models.
“The 2008 really has the ability to make a difference,” he said. “It is an outstanding looking car and they are talking about having a 1.2-litre (petrol) engine in it… if there is an opportunity to sell a small fuel efficient engine like that then you’d have to look at it.”
Gillespie was also bullish about the prospects of the new 308, which he viewed in clay form mid-year.
“It’s going to be benchmarked In terms of interior equipment more like an Audi A3,” he promised.
Peugeot model roll-out
Oct 2012 – 208
Nov 2012 – Partner and Expert facelift
March 2013 – RCZ facelift
April 2013 – 5008
May/June 2013 – 208 GTI
Aug/Sept 2013 – 408
Q4 2013 – 3008 facelift
Dec 2013 – 2008
April 2014 – 308
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Written byBruce Newton
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