Will Peugeot’s New 308 Get Sluggish Sales Moving?

Once upon a time, Peugeot introduced a new model, and moved the numbers up one, so to 308 would be a 309, but not anymore.

308 is the “family hatch” and wagon in the segment of the ever shrinking passenger car market. It’s a brave move from the French car maker whose sales have been bijou for the last decade.

Main features include LED lighting all round. Headlights have a fully automatic Matrix function, and the sleek design is set off by a smart set of 18” wheels.

The 3^rd generation 308 corrects a couple of criticisms we’ve had of the French car maker’s mid-sizes cars, and that is the drivetrain, and the infotainment system.

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ABOVE: 2023 Peugeot 308

First the drivetrains:

Like all Euro car makers, Peugeot/Citroen has moved to small turbo petrol engines during the move to electrification. The 1.2 3-cylinder petrol option has a modest 96kw/230Nm paired with an 8=speed automatic. Performance is not its strong point, concentrating instead on economy, ride, and handling.

The PHEV (plug in hybrid) combines a 1.6 petrol with 132kw and an 81kw electric motor for a combined output of 165kw/360Nm. The 8-speed automatic replaces the torque converter with a clutch pack. Hopefully its performance is a little more spritely. We’ll know once we have a drive.

Inside:

The cabin is comfortable and neat, and the i-Cockpit now has a larger 10” digital display teamed with a 10” infotainment system which brought back some of the buttons and physical controls that went missing over the last few years.

The cabins have always been a nice place to be, but we’ve never been able to get used to looking over the top of a small steering wheel, with the i-Cockpit meant to interpret a fighter jet configuration.

Despite the claim of premium look and feel previously, buyers haven’t been convinced. Gay buyers aren’t fooled by marketing, and will want value for money. They want something unusual, and something they want to be seen in. Car makers try to sell a lifestyle not just a vehicle, and we ask the question: What lifestyle does this car fit?

Driving:

The driver gets a load of aids including

Long-range blind-spot detection
Active Lane Positioning Assist (308 GT Premium Hatch and Wagon)
Rear cross-traffic alert
A high-definition, 180-degree reversing camera
360-degree parking assistance (308 GT Premium Hatch and Wagon)
Exterior rear-view mirrors tilt when reverse gear is engaged (308 GT Premium Hatch and Wagon)
Smart electric tailgate: with foot sensor and pedestrian detection (308 GT Premium Wagon)
Adaptive cruise control with Stop & Go function incorporates adjustable inter-vehicle distance setting
Automatic Emergency Braking with pedestrian and cyclist day and night detection
Driver Attention Alert monitors driver alertness by analysing steering wheel micro-movements at speeds above 65km/h
Automatic headlight high beam
Speed Limit Recognition and Recommendation
Electric parking brake

The handling experience has always been a strong point of Peugeot design, but the dropping of the hot-hatch versions leaves Peugeot relying on ride and handling. Although the front has McPherson struts, the rear has a torsion beam setup.

With the most expensive 308 currently $50,490, we can expect the hybrid to be even more. For that price, punters could buy a bigger, more powerful hatchback-style SUV, a trend that has picked up pace over the last decade.

Despite fabulous handling and a comfortable cabin, I fear for Peugeot. It sold a miserable 172 cars last month, and 1931 units year to date. Sister company Citroen’s figures is even grimmer, selling 24 cars last month, and 265 vehicles year to date.

When asked, buyers have told us they think the brand lacks the gravitas or performance to warrant to price. Volvo, once in the same boat, has sold 9,735 vehicles for the same period. Peugeot Citroen is now imported by Inchcape, who also sells Subaru in Australia. Subaru sold 31,965 vehicles to the end of November, dwarfing Peugeot Citroen by a huge margin. (figures sourced from vfacts)

Can Peugeot tempt punters away from being SUV-loving buyers who seem to prefer Korean and Japanese cars? Will Peugeot Citroen even be here in 12 months’ time?