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CIoJ

TRANSPORT

INFRASTRUCTURE

MOTOR

INDUSTRY

VEHICLE

APPRAISAL

TECHNICAL

ANALYSIS

History and Ownership

As stated in the header article on the PSA Group, the Peugeot brand has been around for 200 years in one form or another.  There has been a long history in cars,with Peugeot often being the innovators certainly within France and often aspiring to European ambitions.

  An entry to the USA in the 1970’s proved a financial disaster with a failure to understand the uniquely perceived needs of a quite different market, and also very importantly the inbuilt chauvinism of the American car buyer of that period.  Peugeot were also up against the early invasion of Japanese brands into that market.

Brand Equity

Different managements have changed the brand message far too many times, to the extent that a definition today looks subject to extended discussion.   We have been given the messages ‘French’ ‘sporty’ ‘luxury’ ‘fleet’ and so on, too frequently.   The current ‘take’ on this brand is possibly ‘traditional, high quality and specification at a sensible price’, but the danger is in invading DS brand territory.

Retail Network

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Customer Experience

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Notable Past Models

205 Gti - this is often lauded as the common persons GT, full of brio and among the fastest super-mini GT’s.  While this is so and the car continues to have a loyal following, it has very limited usefulness or safety on present-day UK pot-holed roads.  One for the cafe racers and car club enthusiasts only.

605 - severely under-rated car offering a range of petrol and diesel engines, great comfort but all the stopping and turning finesse of an oil tanker.  Best with petrol V6, yet very few have escaped the crusher due to poor mechanical reliability, awful electrics and corrosion.  

406 Coupe - a simply superb example of Pininfarina styling, still looks great today.  This was based on the mass-produced (fleet) 406 models and thus suffers their reliability levels and poor longevity.  A car for enthusiasts only!

407 Coupe - superceded the 407 and was styled in-house, which accounts for its somewhat gawky looks, particularly at the front.  By now, mechanical, electrical and quality issues have been resolved.  Came with 4 and 6 cylinder petrol and diesels, the very last cars fitted with the Gemini 3 litre diesel were superb drivers cars offering space, pace and economy.  If you can find one, a great buy.  

RCZ - this was intended to be a styling exercise only, designed by Peugeot apprentices.  The result was lauded by the motoring press and eventually the decision to put it into production with both the 1.6 turbo petrol and the 2 litre diesel - both giving smart performance and comfort and despite the extravagant looks, also very practical.  Almost at the end of production, 250 and 270bhp petrol versions gave really exciting performance.  This car was axed by Carlos Tavares on entry to the PSA empire as being ‘unprofitable’ - probably very true but this car alone took the reputation of the Peugeot brand to a much higher level and proved to be the ultimate showroom ‘puller’ and loss-leader every car-maker needs.  Dedicated RCZ clubs exist in the UK and Europe.

208cc - a small hard-top convertible excellent for 2-up touring but not much luggage space with roof down.  This car has sold in satisfactory numbers and has very many happy customers - yet was also axed by Carlos Tavares for the above reasons.

308cc - big sister of the 208cc, this was developed from the ugly and disliked 307cc with an overdue major facelift and total quality overhaul.  The result is an excellent to drive roof-down convertible which can accommodate 4 as well as two large suitcases, hold-alls etc.  The last cars had a very nicely face-lifted front grille area which moved away from ‘open-fish-mouth’ and also incorporated improvements in equipment and refinement to become a great purchase - in my opinion preferably with the 2l diesel and auto ‘box!

Current Model Ranges

108

208

2008

308

3008

408

508

5008