Peugeot is dipping its toe in the premium market with its RCZ which will be the first of the French brand’s new ‘hors-série’ range.
The range will not feature a different badge, unlike Citroen’s DS cars, nor their own part of the showroom, but it shows how Peugeot wants to break out of its volume roots and tap into the premium segment for more profit.
A Peugeot spokesman said that, like the RCZ, forthcoming models would break away from the normal “double O” names featured on mainstream Peugeots.
An SR1 roadster is in development but not scheduled for production yet, but it’s not just sports cars that will be included in the hors-série range.
Peugeot’s 3008 Hybrid will be a part of the new brand too.
The hors-série name is being used in all markets and will not be translated to “out of the ordinary” for UK customers.
Any Peugeot dealer can sell hors-série models.
The only special requirement is a special plinth for the RCZ.
Janice Howes, general manager at Peugeot dealer Chambers Tamworth, said: “It is a welcome move as it will have the halo effect, something to aspire towards for the customer and should increase showroom footfall. It’s down to the dealers to turn that to their advantage.”