Déjà vu for Peugeot 3008 push

The next-generation 3008 has arrived to lift Peugeot’s standing here.
Tuesday August 8, 2017

By Richard Bosselman

PRICING and market positioning for a just-landed important new medium elevated Peugeot crossover is aligned with a strategy concocted by the brand’s previous distributor.

In announcing details for the latest 3008, AutoDistributors – a Rick Armstrong Motor Group setup which took over the reins for PSA (Peugeot, Citroen, DS) sales, effective June 1, from Sime Darby, which relinquished distribution in May – has also confirmed it stuck with the previous brand rights holder’s proposal for the European Car of the Year winner.

“Despite looking at the market slightly differently we were very much aligned on the positioning of the … range,” AutoDistributors chief executive officer Chris Brown told MotoringNetwork today.

However, he adds that this isn’t the long-term strategy; going forward, Peugeot under its new local distributor could well head in a different direction.

“Moving forward we're focused on only bringing Peugeot product that best matches the characteristics of the market, environment and customer.

“With time and in line with market demand, the Peugeot range will begin to look differently to the one you see today.” 

The 3008 strategy, though, is as outlined by what was previously Peugeot New Zealand: Three six-speed automatic editions presenting a diesel-dominant push and bordering-on-premium pricing that puts it above some rivals with an ingredient the French car lacks: All-wheel-drive.

A line based on Peugeot’s latest EMP2 kicks off with a $39,990 Active, with a turbopetrol 1.6-litre creating 121kW/240Nm, then steps to a mid-grade Allure, at $44,490 with the same powerplant or $2500 more with a 1.6-litre turbodiesel making 88kW and 300Nm.

Also on offer is a range-topping GT, with a 133kW/400Nm 2.0-litre turbodiesel.

Claimed optimum economies for the diesels are respectively 4.4 and 4.8 litres per 100km, while the base petrol is good for 7.0L/100km. As befitting its title, the GT sets the 0-100kmh pace within this family group and also has the highest top speed – though, with the factory claiming 8.9 seconds and 207kmh respectively, it’s not quite a fast lane hog.

The 3008 Active has six air bags, ESP with trailer stability control, LED daytime running lamps, speed limit sign recognition, lane departure warning, a reversing camera and front and rear parking sensors. It rides on 17-inch alloys and has aluminium roof bars. The i-Cockpit includes a customisable heads-up screen, dual zone climate control air conditioning and automatic lights and wipers. An 8-inch capacitive screen includes 3D satellite navigation and mirror screen technology with Apple CarPlay and Android Auto along with Bluetooth.

The 3008 Allure adds auto high beam assist, a driver attention alert system, active lane departure warning, and blind spot detection. It features 18-inch diamond finish alloys, stainless steel door sill protectors, privacy glass, metallic grey bumper accents and also adds Grip Control, which enhances the front-drive in off-seal conditions – bearing in mind that the car is not intended to be a full-blown SUV substitute. However, Grip Control has Normal, Snow, Mud, Sand and ESP Off modes controlled by a central knob, and also provides a hill descent function.

This edition also has keyless access and start, Blue Mood ambient cabin lighting, a wireless charging pad and the versatile fold-down passenger seat.

The GT model gains LED headlights with a cornering function, adaptive cruise control, a forward collision warning with advanced emergency braking and 360-degree, bird’s eye view camera. There are 19-inch alloys, chrome plated mirror caps and wider wheel arches on the exterior while the interior features Alcantara trim including dash detailing, 8-way electric driver’s seat with memory, a five mode massage function and heating. There’s also a powered tailgate with a hands free opening function.

For an extra $1750 Allure buyers can have a factory-fitted Safety Pack that adds the 360-degree camera, active cruise and emergency braking function. The distinctive CoupeFranche two-tone paint is available, but only with the GT.

Auto Distributors’ specific volume expectations for the model have not been disclosed, but Brown says the initial expectation is for it “to be a top 10 model in its segment.”

“That is our first goal. With the success of the 3008 around the globe we're confident that New Zealand customers will love it as much as we do. When you drive it, the quality of it, makes it feel like a much more expensive car than it is.”

The previous administration was also in no doubt the car would be a winner here, due to the massive and still growing Kiwi desire for crossovers and sports utilities.

When the car was unveiled internationally some months ago, then Peugeot New Zealand boss Simon Rose called it “one of the most important things to happen to Peugeot (NZ) in the last 10 years … it’s incredibly important to us.”

Also unresolved is if the car might show locally with electrical urge. The model has been developed to take Peugeot’s plug-in hybrid drivetrain and will configure in that low-emissions format from 2019. A small electric engine will drive the front wheels and an electric motor will run the rears – making it the only 4x4 in the range.