Lion-hearted Peugeot has a softer side

Peugeot 3008. Photo / Supplied

A new chapter in the 200-year Peugeot story has opened, revealing a new styling direction, new corporate Lion badge and new signature called "motion and emotion."

The company's styling direction was shown at the Geneva motor show in March with the SR1 concept, a "more extreme and pure expression of the Peugeot style of tomorrow."

The new Lion badge will be seen for the first time in New Zealand in the new RCZ coupe, to be launched at the Auckland Museum next month.

The "style of tomorrow" isn't restricted to design. At its centre is a "mobility" strategy, a mission statement of sorts, covering the development of future Peugeot vehicles.

The concept SR1, for example, uses the carmaker's HYbrid4 technology, combining a 1.6-litre petrol producing 162kW up front with a rear electric motor developing 70kW.

In electric only mode, the car becomes a Zero Emission Vehicle (ZEV), with a combined cycle fuel consumption of 4.8 litres/100km (57.7 mpg) or 119gr/km of CO2.

When the two power trains operate simultaneously, the SR1 develops a potential maximum power output of 233kW, while benefiting also from four-wheel drive. In effect, the SR1 becomes a go-fast hustler for those who want to have their eco-cake and eat it.

Peugeot says it will continue to improve engine efficiency through its micro-hybrid and full-hybrid aims. The diverse line-up of models is part of its plan to climb three places in the global carmaking pecking order - up from number 10 to seven - by 2015. Over the next five years it will launch 14 new models.

Meantime, Peugeot sticks to conventional wisdom with the 3008 crossover, a pretty neat carry-all it launched in New Zealand this week. Peugeot is sitting in fifth place in the Euro sales sector, behind Volkswagen and Audi in first and second place, BMW in third spot and Mercedes-Benz at number four.

"We want to knock off BMW and Merc next," says Grant Smith, general manager of Peugeot importers Sime Derby Automobiles. "We have a product strategy that covers all buyers and we plan to be back to the number three spot within 18 months."

The 3008 crossover is bigger overall than the 308 hatchback but has a slightly shorter wheelbase than the 308SW, or station wagon. It comes with many options, including a clever heads-up display.

Three petrol and turbodiesel models are available: Active, priced between $41,990 (petrol) and $45,990 (diesel); Sport ($46,990-$50,990); Luxury ($49,990-$53,990).

Powertrains are either a 1.6-litre petrol unit delivering 110kW and 240Nm and good for town and around fuel economy of a claimed 7.7 litres/100km, or a 2-litre turbodiesel putting out 120kW and 340Nm of torque and using a combined 6.7 litres/100km.

A brief spell at the wheel of the 3008 offered a glimpse of Peugeot's conventional future, at least. Ride and handling remains a traditional strong point but the car's interior design is a clearly a step up. The instruments alone - toggle switches even - have a certain appeal in a world of touchy-feely electronic stuff.