No way to drop the sedan PSA sauce. “These cars have a real future. There is not only the SUVs in life ! At Peugeot, we will continue to develop, “says Laurent Blanchet, product director of the brand Lion, which comes out in September the new version of the 508, a model that had replaced alone the 407 and 607.
If Peugeot believes bitterly at its latest sedan, things have not always been so obvious. “We had a long reflection and many procrastinations before launching the project,” admits Laurent Blanchet.
Clearly, PSA took eight years to offer a facelift to this car released in 2010. Peugeot was first simply asked whether to really update the vehicle – knowing that in 2014, the House Peugeot was still financially weak. The brand then asked about the style of the car: to remain classic, or to bet on a more “radical” object?
Carlos Tavares and his teams have finally decided to put a chip in the machine (PSA intends to go upmarket and remain a generalist, and therefore considers it crucial to have a large sedan store), but not staying on “the daddy sedan”. As a result, the new 508 comes from the coupe sedan, with a shorter, wider and lower body.
Company car
The car is also almost premium. In the viewfinder, the Audi A5 and its German sisters. “The market segment for large sedans is shrinking and rising to the high end. These are mostly company cars. They are no longer 405 family and popular! “Says Laurent Blanchet. Moreover, the 508 “new look” has focused on the front seats rather than the back seat – except in China.
The sales goal of the new 508? 90,000 units in annual rate, with a price range ranging from 32,000 to over 50,000 euros. PSA hopes 80% of sales with higher finishes. Load at the Mulhouse factory to ensure the time and quality. “By changing the concept and offering an attractive design, there is no reason that customers do not come,” says Laurent Blanchet.
While the current 508 is sold more than 90% in diesel version, the forecast for the new 508 are in the order of 70% of volumes.