Peugeot is targeting 10,000 sales in Australia by 2013, up 70% on the 6500 unit tally expected in full-year 2011. The bold forecast from the French marque’s local importer, Sime Darby, is built around the launch of five all-new models in the next two years, supported by an expanding dealer network.
Following the 508 mid-sized sedan and Touring range (just-launched in Oz) will be the 4008 compact SUV (mid 2012), the 208 light hatch and 508 RXH/3008 diesel-electric hybrids (third quarter 2012), and the 408 small-medium sedan (fourth quarter, 2012).
The importer is unashamedly targeting Japanese car buyers in its quest to increase sales volume. Traditionally, European vehicles sell at a price-premium to their Asian competitors, however Peugeot is determined to close that pricing gap.
This month, the RRP of a 207 XR has been reduced to $18,990. A new 1.4-litre 308 has been launched to rival the Golf 77TSI, priced at $22,990. The new 508 range starts from a competitive $36,990. And the Outlander-based 4007 compact SUV has been reduced by $6500, to $34,990 plus on-roads.
In 2010, Peugeot sales worldwide tallied 2.1 million, a 16% increase on the previous year. In Australia, however, full year sales dropped 1.9% compared with ’09. Time will tell if a new breed of Peugeots can reverse the local trend.