Conquest sales sought for the new Peugeot 308SW

publication date: May 23, 2008

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author/source: David Miles

Peugeot UK has an annual target of 38,000 sales for the 308 lower-medium sector passenger car range and of that total the new five-door SW/Estate models should achieve 20 per cent of those sales. Around 15,000 sales of 308 models have been achieved since their launch in the last quarter of 2007. The 308 CC coupe-cabriolet models are expected next year and the 308 RC-Z Coupe has been confirmed for 2010. Peugeot said at the press launch of the SW that 58 per cent of customers will be fleet and company user-choosers and 60 per cent of customers will choose a diesel model. At launch the 308 SW/Estate will be available with three trim levels, S, Sport and SE. In time for the September new registration plate month SR variants will be added to the line up positioned between S and Sport.   Prices range from £14,395 through to £20,845 and these represent a price increase difference of between £500 and £1,400 between the new SW/Estate models and their 308 5-Door Hatchback counterparts.
	The S and SR versions will differ from the Sport and SE versions by the fitment of a steel roof panel and a folding split rear bench seat, instead of individual removable seats for up to seven passengers. A Cielo panoramic glass roof is found on the Sport and SE versions (left). S and SR models are classed as Estates, Sport and SE versions are SW models.
At launch the 308 SW/Estate range, depending on the specification level, is available with eight engine options. There are five petrol units, 1.4 and 1.6-litre with 95, 120 140, 159 and 175bhp outputs. There is the choice of three HDi diesel engines, 1.6 or 2.0-litre with 90, 110 and 136bhp. The best selling SW model overall driven by fleet and business user demand will be the Sport HDI 110 version priced at £17,995. However retail customers not covering such large mileages are likely to opt for the Sport 1.6 VTi 120 priced at £16,395. This engine comes from the PSA Peugeot-Citroen and BMW Group   Sharing the same wheelbase as the outgoing 307 SW, but with an increased length of 72 mm and width of 117 mm with the mirrors folded, the new 308 SW provides more interior and luggage space than the outgoing model.  To improve the 308 SW’s dynamic performance the width of both the front and rear tracks has been increased as well as the rigidity of the body.
Standard equipment on all models includes, power steering, driver airbag, passenger airbag, side airbags, curtain airbags, remote control central locking with deadlocks, electric front windows, steering column adjustable for reach and rake, radio and single CD player, front passenger and driver seat height adjustment, anti-lock braking, trip computer, front fog-lights and air-conditioning.

The SR version adds 16-inch alloy wheels, Bluetooth hands free kit, rear seat centre armrest with storage and SMARTNav.

The Sport version adds to the specification of the S model, three second row individual and removable seats, a Cielo panoramic glass roof, 17-inch alloy wheels, ‘Sports’ front grille, radio/CD plus MP3 compatibility, opening rear tailgate window section, steering column airbag, front centre armrest, leather steering wheel, electric rear windows, electronic stability programme and cruise control.

The SE version then adds, compared to the Sport version: 16-inch alloy wheels, dual zone air-conditioning, two third row individual and removable seats, Visibility Pack (automatic headlamps and wipers), electro-chrome rear view mirror, electric folding door mirrors, Comfort Pack (front seat lumbar support and armrest), Ambiance Pack (fragrance diffuser, ambient lighting), dark tinted rear windows and tyre pressure sensors.

I know the 1.6-litre HDI engine will be the best seller driven by fleet sales, but the star of the line-up for me, and many other retail buyers, is the 1.6-litre 120bhp petrol engine model. This smooth, free-revving unit comes from the tie-up with BMW and is used in the MINI range as well. 

The only drawback is that it is used in conjunction with a 5-speed manual transmission and could use a sixth gear for motorways. However for those inclined, this engine is also available with an automatic gearbox option.

In 5-speed form the 308 SW achieved 36.6mpg during brief test driving using routes around the M4/M40 and M25 motorways so I expect this figure to get closer to the official 39.7mpg in real-life conditions.

The 308 has never been the sharpest handling car in its class, Focus, Astra and Golf are all much better but the Peugeot is by no means disgraced. It is set up for comfort and safety. It has loads of predictable grip with little body roll. The steering lacks ‘feel’ but in all other areas it is easy to live with.

The equipment levels are high, but then so is the price relative to the competition and the market place is so competitive these days that after a while I expect discounts will be available.

In the best selling Sport specification level the SW comes with five seats as standard but the three rear seats are individual so they can be moved forwards or backwards as required, or folded to give maximum load and passenger carrying options. 

For an extra £380 two additional third row seats can be added making it potentially a seven-seater. Be warned this is no MPV though, it’s clever but no alternative to the Vauxhall Zafira or VW Touran. However the load space is huge, 587-litre with five seats in use and 1,856-litres in two-seat mode. 

MILESTONES

Peugeot 308 SW Sport VTi 120. Engine: 1.6-litre, four-cylinder petrol, 120bhp, 120lb ft of torque from 4,250rpm. Performance: 117mph, 0-62mph 12 seconds, 39.7mpg (36.6mpg actual), CO2 169g/km, VED Band E £170. Insurance group: tbc. Dimensions: 4,500mm long, 1,815mm wide, 1,560mm high, 587-1,865-litre of load space.

For: Smart styling, high level of safety equipment, huge load space, comfortable and practical.

Against: Versatile seating but not an MPV, lazy handling, expensive.