Wood tells us that first and foremost, fleet is an extremely important channel, not only for the E-3008, but for Peugeot as a brand, spearheading and kickstarting its entrance into the salary-sacrifice arena.
He says: “Clearly there are fiscal advantages, we’ve seen more and more switch to battery-electric in fleet, and this car being right in the C-SUV sector, offering up to 422 miles range, alongside being a fantastic-looking vehicle, I think it will appeal to head and heart. Particularly for user-choosers, and those who have access to salary-sacrifice, which is a critical channel for us.
“The other fleet business that will be critical, is Motability, as we’re already seeing a strong uptake in interest since we added the car to the scheme in Q2. We’re seeing more than 30% of applications in quarter two, already. I also expect local business channels to play their part, too.”
Wood goes on to tell us that one of the advantages of the Stella medium platform – is that it is a multi-energy platform, or it is designed as a BEV from the ground up. As thus, the 3008 can cater to a multitude of different needs.
He says: “Our strong belief is that battery-electric will at least account for 50% of the mix of sales of this car. We think we have class-leading capability – with up to 422 miles of range, but the addition of a plug-in hybrid does offer a stepping stone for those that don’t yet feel that for several reasons that they are quite ready to make the full step to full electric.
“The mild hybrid is 15% more fuel-efficient and more economical than an equivalent petrol non-hybrid engine. So, there are obviously CO2 and running cost efficiencies of switching to mild hybrid as well. Across the three powertrains, we really do believe that we have something for everyone, in terms of segment coverage.”
We agree that the last 3008 kickstarted a renaissance of the Peugeot brand. As a result, its cars attracted a new type of conquest customer, who are generally younger, more affluent, and have come from more premium brands.
Wood says: “I think that’s a trend that this car will only act as more of a catalyst for, and kick-start again. What we have here is an exceptional conquest tool, because of the levels of fit and finish, design, and perceived quality in the vehicle, I think you will see more and more customers turning away from other premium manufacturers, particularly when you consider the electrification credentials of this vehicle.
“Also, the practicality it offers – it’s an incredible form of primary travel, particularly if you have family needs. I think this car will attract a premium buyer, I also think we’ll get more and more people who will consider an electric vehicle for the first time thanks to the 3008. When you have a big range, suddenly new possibilities open, I think people will start to reconsider potentially their previous objections for range anxiety, considering our leaps forward in capabilities with this car.
“I think E-3008 will be a conquest tool, plus we expect our existing Peugeot owners to renew. If you’re in a current 3008, this vehicle offers the next level from what they are used to.
“This is a car that appeals to heart and head, the Fastback styling is unique in the segment, it’s a real expression of identity, it’s a car bought by someone making a statement, but at the same time, because of the new platform, we’ve maintained excellent levels of practicality inside, and you can see that with the boot capacity that is more than 500 litres. There is ample space for five occupants, you have a car that offers practicality and emotion at the same time. Not forgetting that we will launch the seven-seat 5008, which opens another new audience – those that require seven seats. Across the two models, we’ve really got a great offer. There really is no compromise, these vehicles offer new levels of possibility that have never been seen before.
“We mustn’t forget the driving experience of the new E-3008, it’s exceptionally silent, it’s quick off the mark, the driving experience is something people will be impressed by. And let’s not forget the interior ambience, with the fabric on the dashboard, the new small steering wheel, I think anyone going in the new E-3008 cannot fail to be impressed.
“Outside, it’s unmistakably a Peugeot, with the new three-claw lighting signature, there’s the updated visual identity with the Peugeot badge, and the feline posture. At the same time, it’s a clear leap forward, the cleanliness of the design with the absence of the weather strips, takes the sharpness of Peugeot design to another level. We’re really excited at the spontaneous reaction on the road, which has so far proved to be positive.”
According to Wood, the range-topping GT is expected to be the big seller.
He says: “We think more than 90 per cent of the battery-electric orders will be on GT. And simply, it’s where you get the ultimate in Peugeot experience. You get all the equipment, but also the materials, the fit and finish, and the ambience. We will be showcasing the GT in all our retailers, that will be our primary demonstration vehicle.
“On the hybrid, we expect the fleet/retail mix to be around 70:30, GT to Allure. Certainly electric, in that price bracket of vehicle, most fleet customers will go for the GT. –
“The E-3008 is very well-equipped as standard, but we have a variety of different paint and pack options – and that’s what we’ve seen with the pre-orders.”
Wood goes on to tell us that the E-3008 is exceptionally important, as he believes it will perhaps give fleets the opportunity to rediscover the Peugeot brand.
He says: “We’re obviously as keen to get as many people as possible to experience this vehicle as possible.
“We have the widest mainstream electric line-up of any mainstream brand, so right the way from E-208, we will have five new electric vehicles in the core heartland of the fleet market – so what’s clear is that Peugeot has one of the most comprehensive EV line-ups, that’s well-suited to the fleet market.
“With E-3008, we expect to kick-start our offensive into the fleet market. We really do think we have something to conquest new buyers to the brand. I will be actively working with leasing companies, and major fleets, to make sure they’re one of the first to experience the product. We’ve already done an initial sneak preview last year, but the first vehicles are landing now, so from June onwards, we will be able to give demonstrations to as many fleets as possible.”
Asked what he believes will be the fleet split for the E-3008 and E-5008, Wood tells us he thinks a third will come from the retail sector, a third from Motability, and a third from fleet and business, with no differentiation between 3008 and 5008.
He says: “I don’t see a major reason why that would shift. These models will appeal to different customers. Those who need that extra row of seats, and there’s much more differentiation in styling. 5008 is a larger and more conventional SUV silhouette. But I think both cars will appeal to a premium conquest audience, bringing new blood to the brand.
“Apart from the Kia EV9, there are very few seven-seat EV rivals to the 5008, with over 400 miles of electric range. So, we’re class-leading, which is the result of the €40 billion investment we’ve made into electrification. We will come with 13 battery electric vehicles this year, well in advance of many of our competitors.”
