Peugeot charges up in Australia: e-208, e-2008 to spearhead electric vehicle rollout starting this year

An expansion into electric vehicles is intended to recharge interest in Peugeot, with the brand preparing to launch the Peugeot e-208 and e-2008 in Australia.

The brand has just rolled out its first local electric vehicle, the Peugeot e-partner small van and will add the e-2008 small SUV within months.

In 2024 the e-208 city car and medium-sized e-Expert commercial van will also arrive.

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In a sign of the importance of electric cars going forward for the French brand, Peugeot has confirmed the e-208 will be its first standalone EV in Australia and not a more expensive adjunct to an orthodox internal combustion range.

“We believe that one variant will be stronger for us than having both electric and petrol,” said Peugeot Australia managing director Kate Gillis.

“It’s making a real statement in terms of that segment and for Peugeot and the importance of electrification in its future.

“Electrification is a really important step for us in terms of that personality that comes through on the brand,” she added. “Having that as part of the DNA is super-important.

“It gives the brand permission to be on the consideration list for customers who are looking to buy into alternate powertrains.

“It helps us build our brand equity in a brand new space, building it from we have been traditionally in petrol engines.”

Peugeot’s Australian sales have slumped from 8807 in 2007 to 2087 in 2022.

Gillis clarified the plan was not for Peugeot to “be a top 10 [seller in Australia] but bring the right product to market”.

The 208 hasn’t been sold in Australia since the first generation expired in 2019. The arrival of the e-208 coincides with a mid-life facelift.

“We are going to be EV only [with 208],” Gillis said.

“We made a decision on this when the new generation of 208 came out. We knew we were going to go on that electrification journey.

“We waited to launch 208 until we could start the momentum around electrification.”

The e-208 is powered by a 115kW single electric motor that drives the front wheels. It draws energy from a 51kWh lithium-ion battery that enables a driving range of up to 400km (WLTP).

The e-208 is expected to be the most affordable electric Peugeot on-sale in Australia. However, that is not a high bar to clear, as the e-partner and forthcoming e-2008 are both priced at $59,990 plus on-road costs.

It’s unlikely to match the cheapest of the Chinese small EVs below $40,000 before on-road costs.

“The key thing for us is having the right product at the right price for our customer,” Gillis said. “I can’t really comment on where that is going to be in terms of a price comparison with other brands.

“We will try and give the best value that we can.”

The e-2008 launches in quarter three 2023 and Gillis said expressions of interest had been encouraging. Unlike the e-208, the e-2008 will be added to the ICE line-up.

“It’s probably to (EOI) expectation if not a little more,” she said. “Our register of interest is people who are absolutely looking at e and others who are unsure if they want to go ICE to EV.

“They are waiting to test drive to see which one they go with.”

The Peugeot e-2008 is powered by a 100kW/260Nm electric motor fed by a 50kWh lithium-ion battery pack and will cover up to 328km (WLTP) on a single charge, with the battery able to be fast-charged from 0-80 per cent in around 30 minutes when using DC power (100kW).

Despite the importance of EVs, Gillis made it clear that Peugeot was not about to abandon internal combustion engines and go all electric in Australia.

It is expanding its plug-in hybrid line-up and its petrol Partner and diesel Expert vans are amongst its strongest sellers.

“We are just ensuring that we have a good level of choice for our customers as long as we can,” said Gillis. “If there is a demand for ICE we will make sure we have a level of ICE in our range.”