Peugeot promises innovative big car

An innovative large sedan to replace the 508 is a key task for Peugeot as part of the second stage of its revitalisation.

The French automotive giant, which is part of the PSA group that also includes Citroen, has gained commercial and critical success recently with the latest 208 and 308 small cars and the 2008 mini-SUV.

But along with the regeneration of its SUV line-up, which we reported from the Frankfurt motor show in September, the brand’s global product planning chief Laurent Blanchet has told motoring.com.au that building an outstanding D-segment car is the next step in the recovery process.

He says such a car is a prerequisite for Peugeot to be regarded as a leading ‘generalist’ – or non-premium -- brand.

“To be a good generalist brand you have to have something in the D segment,” Blanchet said. “I am talking about sedan cars. You have to propose something because each good brand in the world is able to propose good cars in the D segment.

“So it is difficult because it is a difficult segment with many competitors … that’s an immense challenge for the next year or so.”

Peugeot has hinted at its large car plans with two iterations of the Exalt concept (second version pictured) and the Onyx before that. The Exalt is 4.7 metres long and powered by a Hybrid4 drivetrain employing PSA’s 1.6-litre 200kW turbo-petrol engine and 50kW rear-mounted electric motor.

But Blanchet admits Peugeot must also balance that against the heritage its medium sedans, including Australia where Peugeot gained a good reputation via vehicles such as the 504, 404 and Redex Trial-winning 203 and 403.

“We have to be in line with what we have done in the past,” conceded Blanchet. “But at the same time we are absolutely sure we must bring something new to the market.”

The current 508, which was launched globally in 2010, is a small seller in Australia where it officially pitches into the large car segment against the likes of the Skoda Superb, Nissan Maxima and locally-built large cars.

“I would say for us it (the next D-segment Peugeot) has to be in line with our brand,” said Blanchet. “Our brand, what is it? It is good quality. We work a lot on the perceived quality for example.

“Perceived quality is very important for us because we think from customers it is important to feel that the car is a qualitative car. So it has to be very qualitative.

“But in the same way, in our way, it has to be very dynamic. Because in the same way if you do the same car as everyone we think -- I think -- that we won’t be successful.

“So we have to find some ideas to change some thing that will allow us to have a step more than the other (brands).”

One feature guaranteed in the new car is the i-Cockpit, with its instrument panel designed to be seen over – rather than through – the small steering wheel. The second generation of the system was shown in the Fractal concept at September's Frankfurt show.

“It is the smallest steering wheel in the world compared to generalist brands. And this is a very big point for our customers because we know in all our surveys that all the customers appreciate a lot this steering wheel because we combine it with super road handling,” said Blanchet.

“This is something special we have and the others don’t have and we know won’t have in the future. So be sure of something -- that this i-Cockpit in 208, 2008 and 308, you will have it in all our future cars.”

Blanchet’s admission that Peugeot will push the envelope for the 508 replacement, rather than be conservative, is a further sign of how strong PSA’s recovery has been.

It appeared to be spiraling into a financial blackhole 20 months ago when the Chinese manufacturer Dongfeng and the French government injected three billion Euros. But working to new boss Carlos Tavares’ ‘back in the race’ recovery plan, PSA posted a five per cent automotive operating margin for the first half of 2015.