Peugeot's Aussie power play! Prices up, but so is enquiry

Despite a modest year-on-year sales drop, and recent across-the-board price increases, Peugeot is bullish about its medium-to-long-term Australian market prospects, claiming strong sales enquiry is being driven by the imminent arrival of new models including the long-awaited, third-generation 308 hatch and wagon.

In July this year, Peugeot bumped up the cost-of-entry for premium variants of its Partner and Expert light-commercial vans by 5.6 percent, with a 6.0 per cent increase applied to all other models (passenger and commercial).

That brings the drive-away price of the brand’s range-topping 3008 SUV GT Sport Plug-in Hybrid AWD to $91,850, which pushes towards the big league of established luxury market players. 

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But Peugeot Australia Managing Director, Kate Gillis told CarsGuide demand for the 3008 PHEV is strong.

“We’ve had really good (3008 PHEV) enquiry, which is above expectation, and people are seeing it as value. We haven’t had any push-back, so it’s really a matter of matching the product with the price, and for a customer to be comfortable with that value,” she said.

Peugeot’s National Corporate Affairs & Public Relations Manager, Chloe Fraser added: “The demand for higher-specified variants within our range is definitely there, and that’s where we’re seeing the bulk of the demand. Gravitating towards the vehicles that are more highly specified and fit very much into that premium offering. The premium quality and the design.”

The local Peugeot range currently consists of three SUVs, the compact 2008, mid-size 3008, and full-size 5008, as well as the more conventional 508 in Fastback and Sportswagon form, plus the Partner, Expert, and Boxer light-commercial vans, the latter trio accounting for roughly 30 per cent of overall volume. 

Ms Fraser believes the brand’s unique character is its greatest market advantage. 

“There’s nothing else like it in the market. Peugeot offers real interest and intrigue; something incredibly different. And when people drive it, they buy it. The quality is something that’s not super-premium, super-luxury, it’s accessible,” she said.

And there’s pragmatism to go with the optimism. 

The mid-size 408 liftback will likely arrival in late 2023.

“Fair to say (Peugeot’s) been challenged in its position and where it sits, and increased awareness is key,” Ms Fraser said. “That’s down to the brand, number of dealers, where we show up in terms of activations or experiential activity, and we’re investing in really good media, particularly outdoor.

“Peugeot has invested a lot in new (marketing) assets and content which we’ll be using in this market, as well. You’ll find there’ll be a building of awareness and familiarity with the brand over time, as we do more,” she added.

At the same time, the new product pipeline is carrying the soon-to-arrive 308 as well as the mid-size 408 liftback, in pure combustion and plug-in hybrid variants, confirmed for this market with a likely arrival in late 2023.

The 308 is being offered in hatch and wagon form, both powered by a 96kW/230Nm 1.2-litre turbo-petrol, three-cylinder engine driving the front wheels through an eight-speed auto. A hatch-only plug-in hybrid will arrive next year offering more grunt (165kW/360Nm) and 60km of electric-only range.

While local pricing and specification is yet to be confirmed, the sleek 408 is being offered with a range of engines in other markets, including the 308’s 1.2-litre triple, and two plug-in hybrid powertrains. An all-electric model is set for global reveal before the end of this year.