Van-tastic Peugeot EV strategy for Australia

PEUGEOT will introduce more electrified models next year – including electric light commercial vehicles – to join plug-in hybrid (PHEV) variants of the 3008 medium SUV and 508 mid-size sedan.

Speaking with GoAuto at the recent 308 small hatch and wagon launch in New South Wales,

Peugeot Citroen Australia national corporate affairs and public relations manager Chloe Fraser said the first electrified Peugeot van will be announced early next year.

“In terms of timing, our E strategy commences from 2023; the first half of next year is around the introduction of two more PHEVs, to 308 PHEV and the 508 Sportswagon,” she said.

“We've been able to say that the first E products in the market for Peugeot in Australia will be an LCV … there's a couple of options globally available, so all are on the consideration list (but) which one will be coming to market first for us? We'll be able to reveal it early next year.”

Peugeot’s global electric van range comprises the compact e-Partner mid-size e-Expert and large e-Boxer. It also makes full-electric versions of the 208 light hatch, 2008 small SUV and 308.

Axing of the Citroen light commercial vehicles (LCV) in Australia early last year means the Berlingo and e-Berlingo remain off the table for this market but Peugeot Citroen Australia managing director Kate Gillis maintains this was the right decision.

“It's just allowed us to consolidate and for our dealers as well; they've got one one line-up in one brand, as opposed to trying to divide that into two brands or two lines,” she explained.

This consolidation has paid dividends for the local operation, according to Ms Gillis, as the Peugeot offering is more suited to a specific market segment.

“We're finding with Partner, Boxer and Expert, they fit a certain criteria when you look at something as an owner-driver, where the cabin has probably got slightly more spec or more spec than some of our competitors,” she said.

“They're driving it both on weekends, and weekdays; it's a more comfortable ride. So there's definitely the opportunity for us as we start to explore different industries and different segments where we can grow all three of our LCV models.”

Ms Fraser added: “There's been a lot of work done to really respond to the customer demand and feedback of what they're looking for and for us to refine the offering across the Partner, Expert and Boxer ranges.

“It's given us the opportunity to really hone in on the offering of those ranges, and then being able to expand that with an E option. Next year, of course, gives that growth opportunity or an avenue for growth opportunity. There's multiple others that we always continue to explore.”

A fourth option available to Peugeot is the Rifter. That car is strikingly similar to the passenger version of the Volkswagen Caddy and is also available in pure electric.

“Again, it's currently available overseas and is currently available from the factory (in right-hand drive); that allows us to put it onto our consideration list as well,” said Ms Gillis

“Obviously we will look at it and if we felt that it was right for this market, then we would look to launch it, but yet still sort of under consideration in that space,” said Gillis.

The Peugeot 408 is another addition to the Australian range and will join the Citroen C4 and rival Renault’s Arkana in the fairly narrow compact five-door coupe-SUV market. 

“It’s in a different segment, really,” said Ms Gillis of the 408.

“At this point we have tabled our interest and consideration for 408 within this market. 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.”

Peugeot’s two larger SUVs, the mid-size 3008 and seven-seat 5008 continue to perform for the brand and remain the core sellers. The addition of the 5008 GT Sport has improved the model’s position as part of the strategy of moving Peugeot upmarket.

“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,” said Ms Gillis.

Definitely not coming here is the Landtrek ute, as it is not available to Peugeot Australia.

“That’s a question we get all the time. It's not available for this market. It's for the 10 markets in sub-Saharan Africa,” said Ms Fraser.