2023-07-18 08:38:14
Just put on sale, the e-308 is already displayed with a big discount. The fault with too pretentious prices?
The electric 308 was launched in the spring with a fully equipped special series, the First Edition, at a hefty price: €48,000. So full-bodied that the car was outside the bonus zone! Then there was the classic range, with a slightly cheaper variant, the Allure finish, displayed at €45,720. What remains a high price.
At Peugeot, we assume the move upmarket operated for a few years. The manufacturer defines itself as a “premium generalist” brand, in other words straddling generalist and premium, between Renault and Audi. This is also part of the strategy of Carlos Tavares, boss of PSA then of Stellantis (the group formed with Fiat), who wanted to bet on profitability by making customers accept to pay more for a Peugeot, if this is obviously desirable. and in terms of competition. A strategy that notably paid off with the 3008.
But it gets stuck with the e-308, which is poorly placed once morest the competition. First with its technical sheet. The car has a modest 156hp block and a small 51kWh (useful capacity) battery, which gives a combined WLTP range of 413km. But it is especially in terms of price that the comparison hurts.
Opposite, the electric Megane starts at €42,000 with 220 hp and a 60 kWh battery which gives a range of 450 km. For €46,500, a 230 hp Cupra Born promises a long range of 550 km! And at Tesla, the Model 3 is displayed at 41,990 € in Propulsion, with nearly 500 km of autonomy.
Obviously, the Peugeot logo is not enough to justify the price claim for the e-308. Because another axis of the strategy of Carlos Tavares to boost the profitability of the group is swept away here. While the boss does not want to see the models sold off, Peugeot is already very generous on the 308 electric. Insofar as the vehicle is just available for order and it is no longer in the habits of the brand, this seems to reveal a problem of price positioning.
We have thus identified generous conditions on the e-308: €1420 discount and €3000 premium taken back. Or already 4420 € discount publicly displayed, without having to negotiate. The price of the Allure version drops almost 10%, to €41,300. With this promotional price, which does not take into account the bonus of €5,000, the e-308 thus replaces itself once morest the competition… without however becoming the deal of the year.
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