Peugeot GTI badge under threat as brand shifts its focus to SUVs
Brand will focus on cars with a business case rather than limited-run performance projects
Performance Peugeot models will fall foul of the brand’s shift towards SUVs, says the brand’s UK boss.
Peugeot UK MD David Peel has admitted the French firm will have less to appeal to petrol heads in the future as the manufacturer focusses on profitable SUV models.
For a brand made famous by iconic hot hatches, like the 205 GTI and 106 Rallye, the news Peugeot is moving away from these exciting models will come as a bitter disappointment to fans.
“As far as I’m aware there’s no burning desire to get back into the real hot hatches like some of our competitors,” revealed Peel, in an exclusive interview at the manufacturer’s head office in Coventry.
“I’ve got no insight into anything that I would classify as a hot, hot hatch. We’ve still got GT and GT-line options, which are designed to attract the more sporty customers, but no big engines or big power outputs.”
In recent years Peugeot has seen more sales success with its 3008 and 5008 SUV models both of which have bought a new look and strategy to the brand.
The GTI badge currently lives on with the 208 GTI and 308 GTI, however anything more potent or stripped back seems unlikely to arrive in the future.
“The badge will continue,” said Peel. “But it’s 270bhp in a 308 and fabulous to drive, but it’s never going to be 350bhp or 400bhp as far as I’m aware. The Audi RS3 and stuff like that is in a different ballgame.
Previously Peugeot led the field in the hot hatch market, but now competitors have caught up. Ford is charging ahead with its incredible Fiesta ST and potent Focus RS, while Volkswagen has continued to develop the performance Golf platform with GTI and R models.
“We’re a business today that’s trying to build efficient cars and be an efficient business,” added Peel.
“Take RCZ as an example. The volumes of that car were so small that in the old world it was lovely to have for some of our motorsport fans, but the car would never make any money.
“As a company, Carlos Tavares has focused the business on making money, becoming more efficient and maybe thereafter we can do some of the nicer things again.”
