Peugeot, and sister brand Citroën, have struggled for recognition in recent years. Sales have dwindled to a rather depressing trickle, despite the cars being better than ever. After a takeover of local importation by Inchcape, also the importer of Subaru, Peugeot Citroën hoped for an injection of energy and interest. So far, sales have remained stubbornly stagnant, with 609 Peugeots and 71 Citroëns finding homes, year to date. When spread over the dealer network, the news is as grim as a conservative party convention.
Peugeot went through a depressingly frumpy era of design blancmangery, with careless manufacture, and dreadful quality, all problems they simply refused to tackle. Those days are well behind the French carmaker, so why are sales so bijou?
It certainly isn’t looks. The cars are stunning, with each brand carrying its own stylish take on modern motoring with Gallic flare.
It isn’t the drive either. The sumptuous cabins, and luxurious ride, give passengers a comfortable, yet sporty travel experience. The EU has seen off the higher-powered models as moves to a sustainable future take root. Sadly, it also means that even the biggest Peugeot/Citroën is not going to set any speed records. They concentrate on the journey as a whole rather than cornering at warp 9.99, a point we must appreciate if we are to understand the 408.
Following other Euro Brands, Peugeot is introducing electrified drivetrains on route to pure-electric offerings across their range, but is it enough?
A “hybrid” drivetrain offers buyers a step between the expense of premium electric brands, and the tatty boxes of misery at the lower end of the EV market. Remember, 40 to 50 percent of the price of an EV is the battery. This points Peugeot at a head-on fight with the hybrid super-power, Toyota. Interestingly, Toyota has slipped to around 21% of the market.
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ABOVE: 2023 Peugeot 408
While Peugeot’s SUV models have been with us for a while, the 308 hatchback is brand new, and will soon to be joined by the delicious 408 hatchback. Sadly, only 74 308s have sold this year, slightly ahead of the even slower-selling 508, at 39 cars sold. Is this because the passenger car market is still shrinking?
Meanwhile, the SUV market continues to grow, whether electrified or not. A new passenger car is a brave move, so this is the genius move: 408 is somewhere between SUV and passenger car.
All-new PEUGEOT 408 arrives in late 2023, and harnesses the crossover SUV/Hatch/wagon styling of the recently released the Citroën C5X, 408’s sister-car. On the flip side, the Citroën has sold a piddling 27 units, so it remains to be seen whether the Peugeot will do better.
Peugeot 408 is a deceptively big car, despite claims of it being a compact “SUV”.
PEUGEOT Australia is taking expressions of interest HERE.
Kate Gillis, Managing Director PEUGEOT Australia, commented: “It is with great excitement that we announce the impending arrival and opening of expressions of interest for the PEUGEOT 408.
“2023 is a momentous year for the brand locally as we continue to introduce electrified variants across Passenger, SUV and LCV segments. Aligning to our electrification journey, the dynamic PEUGEOT 408 will launch in a single powerful plug-in hybrid variant in Australia.
“We strongly believe the captivating design excellence of the new 408, combined with the intelligent plug-in hybrid powertrain, will attract discerning local customers.”
PEUGEOT is offering the 408 with a single plug-in hybrid drivetrain option: 165kW combines the 132kW PureTech engine, and 81kW from the electric motor.
Along with that thrifty drivetrain, 408 comes with the latest generation of the PEUGEOT i-Cockpit, something that takes a little getting used to. It certainly looks comfortable, and as with all Peugeots of recent times, looks tasteful and stylish.
At the risk of sounding like an ad for Peugeot, it has long been a personal favourite. Peugeot and Citroën have managed to make quirky feel cool, something Australians haven’t yet realised.
Peugeot is still finalising Australian specification and pricing, so it will all be revealed closer to the launch.
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Alan Zurvas is the founder and editor of Gay Car Boys, Australia's leading LGBTQI+ automotive publication. Before launching GCB in 2008, Alan's automotive writing was published in SameSame.com.au and the Star Observer. With over 16 years of hands-on car reviewing experience, Alan brings an honest, irreverent voice to every review — championing value and innovation over brand loyalty.
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