Peugeot announced that it will launch a new sub-brand called hors-série, a brand which will launch three upscale cars in a bid to attract well-off buyers and boost profits. The new cars will follow the same path as the Citroen DS-style brand. According to Automotive News, the two French brands are part of a trend by automakers to try to generate extra revenue and higher margins by offering upscale niche models which use mass-market platforms. The first car from the hors-série brand will be the Peugeot RCZ Coupe, a new car set to go on sale in June and based on the 308 compact hatchback. Hors-série designates cars built out (hors) of mass production (série).
According to PSA/Peugeot-Citroen’s brand boss Jean-Marc Gales, the French brand will use the words hors-série in all markets where it sells the model line without translation. Apparently, Peugeot was inspired by Volkswagen which uses the German words Das Auto as a marketing slogan in European markets outside its home market of Germany.
Gales also added that there are three price points in the European market: low cost, mainstream and more distinctive. “PSA does not have low-cost models. We traditionally cover the mainstream area with the Citroen and Peugeot brands. The DS and hors-série car lines will expand our coverage into the more distinctive portion”.
The second model of the hors-série brand will debut next year and it will be a station wagon variant of the single model that will replace the 407 and 607. It is possible to carry the 508 designation (inspired by the 5 by Peugeot Concept unveiled at the Geneva Motor Show) and its official debut will be made in October, at the Paris Motor Show. The third model is expected in 2012 but Gales did not revealed any details.
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