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Peugeot fills in range

Coming soon: The XSi three-door will be added to the 307 range in 2002.

Peugeot expansion plans include a mini-MPV and luxury three-door

5 Dec 2001

PEUGEOT Automobiles Australia is planning to increase its new 307 range to include a seven-seat mini-MPV and a luxury three-door in 2002, as well as adding cars at both ends of the 206 range.

The seven-seater, to be called Leisure, was previewed in concept form as the 307 SW at the Frankfurt motor show last September and will make its production debut at the Geneva motor show in March.

The car is expected to go on sale here late in 2002 after making its debut at the Sydney motor show.

The SW has a wheelbase 10cm longer and an overall length 11cm longer than the 307 hatch, a full-size panoramic glass roof and multi-adjustable and interchangeable rear seating.

The 307 XSi three-door is expected to appear here in the second quarter of 2002. Rather than being a "stripper" in usual three-door practice, it will be the most expensive 307 hatch, placing its pricing in the mid-$30,000 bracket.

It will be more highly specced than the other 307s, which are all XS trim, with leather trim expected to be standard, along with some body adornments to separate it from the other models.

The 206 range will be enhanced with a model above the GTi called the Sport, which will be fitted with a new 133kW engine and have an appropriate body kit. Its arrival timing is similar to the Leisure.

PAA is also considering a 1.4-litre 206 to take its introductory pricing for the range back under $20,000, a significant move with the 1.4-litre Renault Clio on sale soon.

Also on the "possibles" list is the 206 "Break" station wagon, which was also shown in SW concept form at Frankfurt, while a definite arrival is a manual version of the 1.6-litre 206CC.

Further out, PAA is considering importing the next generation 107 baby car and at the other end of the spectrum, the 807 full-size people-mover, which is expected to be launched in 2002. The 406 is also due to be replaced by 2004. Light commercial vehicles are under consideration.

People push in Pug plugs

HAPPY children, a scampering dog and bare feet are part of a new print advertising campaign designed to inject more desire and emotion into the Peugeot marque.

At last week's launch of the 307 hatch, Peugeot Automobiles Australia executives unveiled the campaign, which is distinctive for its emphasis on people rather than cars.

It was developed in Australia and bears little similarity to Peugeot's international advertising themes or previous local campaigns, other than the strapline "engineered to be enjoyed".

PAA, owned by Singapore-based Sime Darby Automobiles, took over the local Peugeot franchise from Inchcape Motors Australia on October 1. It has committed to a dramatic sales growth for the marque in Australia.

The advertising line for the 307 is "when was the last time you felt this good", with the main photo in the double page ad showing either a young boy driving a toy car, a young girl playing hop-scotch or a small dog running across a field.

A similar ad for the mid-size 406 asks "what more could you need for an enjoyable life" and shows a person lying on a couch reading a book with their bare feet closest to the camera.

The 206 small car message is "it's not where you go but who you take with you", accompanied by a photo of pairs of feet in differing footwear.

In all the ads, only small photos of the cars appear in the bottom right-hand corner. PAA marketing manager Richard Grant said the ads were intended to be "clever and different" when compared to traditional automotive print advertising.

"Our ads are quite deliberately unlike most mainstream car advertising you'll see in Australia and they take a deliberately emotional approach."

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