The first appearance of the new Peugeot 308 in Australia signals another renewal plan from the under-performing French brand, it says.
Peugeot is refusing to give up on Australia despite mediocre sales through 2022, as it says new models arrivals for 2023 will re-energise sales of the French brand.
The key car is the all-new Peugeot 308 small car, which the head of Peugeot in Australia describes as a “game changer” for the brand, ahead of first showroom arrivals of petrol versions before the end of the year.
Peugeot Australia will follow it with the coupe-styled 408 small SUV – while the company is assesses the local potential for the 208 city hatchback, as well as the e-308 electric car, which has just been revealed but without any Australian timing.
“This is a radical design change from the existing 308. It brings Peugeot into a new light,” Kate Gillis, head of Peugeot’s Australian importer, told Drive.
“It’s a pivotal moment. It’s a game changer as we move forward. We are attracting the interest of existing owners but also attracting new customers.
“We are committed to the market here. There will always a Peugeot customer and we’re committed to serving them.”
Peugeot sales in Australia have been in the doldrums in recent years, with only 1437 cars delivered to the end of August, according to VFACTS industry sales data figures from the Federal Chamber of Automotive Industries (FCAI), down 4.4 per cent from 1503 over the same period last year.
While Ms Gillis admits the numbers are disappointing, she is forecasting a significant improvement through the end of this year and into 2023.
“We are slightly behind last year, absolutely. What you don’t see in VFACTS is our order bank. If you add the order bank to our published results then we are well ahead of last year,” she said.
Peugeot concedes sales of traditional hatchbacks are in serious decline, but Ms Gillis believes the new 308 can buck the trend.
“It’s something that’s incredibly different and offers something different.”
Ms Gillis said Peugeot is also looking forward to the arrival of its plug-in hybrid and electric models, as well as a fresh look for its showrooms.
“All the SUVs are recently refreshed. 408 will make its way here. It’s a combination of everything that will continue to build the Peugeot brand.
“Electrification is a priority for us. The product we’re launching after 308 will collectively give a very different profile to the Peugeot brand.”
She said the first fully-electric Peugeot for Australia will be a commercial vehicle, with electric passenger cars and SUVs – which may include the e-208 city hatch – expected to follow.
“The electric 208 is under evaluation. It’s working with the factory around specification, what would be appropriate for our market,” Ms Gillis said.
“We want to do it. We want to build a compelling offer. The electric strategy will (eventually) cross passenger, SUV and LCV (light commercial vehicle) models.”
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