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Mike Sinclair25 Feb 2015
NEWS

Peugeot positions for long-term

New models focus on long-term growth Down Under for Peugeot

Peugeot will look to a “rational” range of new models to position itself for long-term growth Down Under. That’s the promise from local head of the brand, John Startari.

With go-faster GT versions joining its 308 line-up this week, facelifts arriving for the 3008 and 508 within a month and a revised 208 range due here around October, the brand will focus on “profitable growth” over any artificial targets, says the Peugeot Automobiles Australia boss.

As recently as 2008, Peugeot was projecting volumes in excess 10,000 units per year in Australia, but in concert with poor performance from the brand and parent PSA in Europe and internationally, the French car-maker's local volume has slipped by more than half from more than 8800 in 2007 to less 4400 last year.

Now Peugeot is looking to a streamlined range of new models to cement its position and plan for growth in Australia, where the Mitsubishi ASX-based 4008 crossover is its current top-seller, followed by the 308 small-car, 208 light-car, 2008 small SUV and 508 mid-size sedan and wagon.

Along with Citroen, Peugeot is represented in Australia by independent distributor Sime Darby. Startari took over the reins of the two brands’ local operations in October 2013 and since then has rebuilt the management team. The loss-making venture is now revenue positive and benefitting from a re-focussed PSA.

The French giant is itself undergoing significant change under a (relatively) new leader, ex-Nissan Renault powerbroker Carlos Tavares. Tavares’ plans include a significant reduction in models and platforms and refocussing of the Peugeot and Citroen brands, as well as the elevation of the DS models to a prestige brand in their own right.

For its part, Citroen will launch a facelifted DS3 in April, facelifted C4 and DS5 models in September, facelifted Berlingo in October and the all-new C4 Cactus next year.

Beyond that, Startari say the Australian operation will have more visibility towards medium- and long-term model plans after a major PSA workshop in France in May.

“We need to understand better what the rollout will be and that [information] will come in May,” Startari told motoring.com.au.

“We’ll be in a better position to talk to market and model planning and our priorities then,” he said.

Startari said the local operation was pleased with the reception of the new 308 range. Although this week’s arrival of the GT and 1.6 THP150 variants added complexity to the range, he said that would be temporary.

“It will take six months or so to understand exactly what [the local] buyers want. At that stage we’ll look at the models and equipment mix,” Startari said.

Although the number of 1.2-litre models offered may be trimmed, the entry-level engine will be retained, he stressed. Mid- and high-grade variants of the 308 would focus on the new 110kW petrol engine and existing 2.0-litre turbo-diesel powertrain.

The new GT represents opportunity to ‘retuck’ existing Peugeot fans and attract a new generation of buyers, Startari says. With a smile on his face, Startari called the newbies and those sitting on the sidelines “Pug-tentials”.

“There are buyers out there we’ve not been able to offer anything to -- the GT fixes that,” Startari says.

“It’s not a GTi, but it offers performance with the comfort of a car that’s driven daily. We think that’s a pretty attractive offering,” he stated.

The future of a true GTi or R variant of the 308 is still to be determined, the local boss told motoring.com.au. However the local operation is keen.

“If the factory confirmed it was building one, we’d be the first ones with our hands up,” Startari said.

  • 2015 Peugeot model rollout:
  • February — 308 GT and 1.6 THP150

  • April — 3008 facelift

  • April — 508 and 508 GT facelift

  • October — 208 facelift

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