Peugeot's new upscale brand known as hors-série will release three new models with the hope that it will attract well-off buyers and help boost profits. The new models will compliment the DS models from sister brand Citroen.
The premium brand line up is a new trend by manufacturers to help generate more revenue with higher margins, offering luxury niche models that use mass produced platforms.
Peugeot's first hors-série model will be the RCZ coupe which is based on the 308 hatchback and built by contract manufacturer Magna Steyr in Austria.
Peugeot will use the French words hors-série in all markets without translation, it means built out of mass production. Peugeot will not be the first to use their own language as marketing slogans, Volkswagen use the German words Das Auto outside of Germany as its marketing slogan.
PSA/Peugeot-Citroen's brand boss Jean-Marc Gales said PSA does not have low-cost models. We traditionally cover the mainstream area with the Citroen and Peugeot brands. The DS and hors-série car lines will expand our coverage into the more distinctive portion.”
The second hors-série model is due next year and will be a station wagon based on the model that will replace the 407 and 607, likely to be known as the 508. The sedan will be unveiled at the Paris auto show in October.
Gales was not forthcoming of details of the third hors-série model which is due out in 2012.
The DS3 is a three door upscale model of the five door C3. The DS4 is based on the new C4 and is due out early 2011. At the Geneva auto show Citroen unveiled the three door DS High Rider hybrid concept .
Rumours have it that the third model will be a crossover based on the C5 model and will be due in 2012.