Peugeot 308 - Analysis and predictions: Why it will fail...

The Peugeot 308 will fail to be the overall leader in this class of vehicles, simply because the small people-carrier version (the 3008) is late in the program. Without such vehicle Peugeot can only aspire to be leader amongst 3/5 door hatchbacks. It is, in my opinion, a wrong move by Peugeot. They should aready have released their mini-MPV vehicle to fight the Scénic/C-máx/Zafira etc. I suppose Peugeot does not want to have internal competition for the Citroen Picasso... but if PSA has two brands they have to deal with it. Another strong point for th 3008 version is that it could be designed as a sporty-alternative to other MPV's. Scénic, Zafira, Picasso are more comfort-oriented so the Focus C-max is praticaly alone in the sporty side of this class of vehicles. Peugeot is loosing time and money by delaying the 3008 so much.

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I can't be so afirmative regarding the success of the 3/5 door versions. It has good chances and many of the items of yesterday's wishlist will be addressed. However it will also face stiff competition from the next Mégane and the Golf VI that will have a much more emotional design than the current version. However, if Peugeot gets the design right it has very good chances. We already know that it will have its height reduced and length and width increased. Existing photoshops and inside information confirm a highly complished interior with excellent quality and design. However I', a bit worried about the design of the C-pilar... just check Lehman's pictures...

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Regarding the third objective, to increase premium position, Peugeot also has good chances. Design and interior quality improvements are a good sign and we can expect to have full-leather versions to further increase its appeal. However, Peugeot is lacking some technical assets to further increase its premium value. The most recent trend is to fill all possible profitable niches: small SUV, sporty coupé..., for example VW will spawn all of this niche vehicles from the Golf and Ford will have a SUV version of the Focus platform. In order to do this Peugeot needs a platform with AWD option and they will not have it for the 308. This is a limiting factor. And please, don't even think of making some sort of SUV that is only FWD!

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