Peugeot set for a busy year in 2023

Peugeot’s new 308 Hatch and wagon launch has signalled the start of a number of new models for the famous French marque.

The 308 plugs a long-standing gap in its passenger car line-up after the second-generation model ended production just before COVID-19.

While the brand launched the three-cylinder turbo 308, the first half of next year will see the introduction of the 165kW plug-in hybrid. The price is not yet announced, but with the 308 GT Hatch starting at $43,990 before on-roads, it’s likely to be steep, although there will be some relief in the form of the Federal Government’s electric car discount legislation.

Some good news on pricing did arrive with the new model. Peugeot is now offering prepaid service plans on its models, offering substantial discounts on the capped-price servicing regime. A three-year plan saves $427 over PAYG, while five years saves $689.

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Asked whether the 308’s price point might hold it back, local MD Kate Gillis says it’s in line with the brand strategy.

“Where you've got the premiumisation of Peugeot, more premium variants sell very well. So when there is something that's different or something slightly unique with the product, it's really well received by customers.”

She did add that in the event demand for a cheaper 308 arose, the company would consider it.

Next year will also see the introduction of the 508 PHEV Sportwagon to accompany the already-launched fastback. The 508 range has weathered Peugeot’s sales downturn, which, Gillis said, is largely down to supply rather than an issue with Peugeot’s brand positioning.

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“It's definitely semiconductors and supply, we can see that all throughout the industry. So we’re looking forward to the time when this normalises. I think that we'll start to see that improvement throughout every part of our business, so I've no doubt that with a new line-up, with the new 308 in our range, we'll see that starting to take effect more or less as soon as it gets to market.”

Gillis put the success of the 508 down to its uniqueness.

“I think it really comes down to what other options there are in the market. Arguably if someone is looking for a vehicle like that in terms of the sporting sort of style of a sedan and the fastback (then) that is appealing to some people so it's placed very well within the market.

Peugeot delayed the introduction of the 308 until it could guarantee a good supply of the new car to dealers.

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Gillis would not be drawn on the previous announcement about the electric LCV coming to Australia next year.

Peugeot has a choice of options from the factory. As with the 508, Peugeot’s Partner LCV has not endured a sharp fall in sales, so that might be it. If the importer can keep the price under the Luxury Car Tax limit, a hefty discount courtesy of the electric car discount and its Fringe Benefits Tax concessions may apply.

Another model is also under consideration in the form of the recently-released 408. A departure from that model’s previous incarnation, it’s a higher-riding five-door coupe in the vein of the Renault Arkana, although Peugeot says that’s in a different segment.

“At this point we have tabled our interest and consideration for 408 within this market,” said Gillis. “When we start to understand in terms of spec and what we can offer, then we'd start to understand where it sits within our product mix.”