Automotive News Europe - May 2019 - 16

AUTOMOTIVE NEWS EUROPE

AUTOMAKERS

Sparking interest?
Peugeot positions e-208 as tough rival to fuel-powered siblings
PETER SIGAL

psigal@autonews.com

P

eugeot hopes to draw buyers to the
company's first mass-market fullelectric vehicle -- the e-208 -- with a longterm battery warranty and lease rates
that are comparable to internal combustion versions. The favorable terms are
part of Peugeot's ambitions to have the
e-208 account for 15 percent of its new
small hatchback's global volume.
Last year, Peugeot sold about 230,000
208s in Europe and 295,000 globally.
Europe is expected to be the No. 1 market for the EV, which goes on sale at the
end of 2019 (gasoline and diesel versions of the new-generation 208 will go
on sale this spring). IHS Markit forecasts
that Peugeot will produce about 350,000
208s in 2020, with the e-208 making up
a significant portion of that extra volume.
Sales prices for the 208 will be announced this spring, but Peugeot is already promoting a 48-month, 60,000-km,
299 euro-a-month lease for the e-208,
with a down payment of 2,400 euros. The
company says the terms compare favorably to gasoline versions (269 euros a
month) and diesel versions (289 euros a
month) of the 208 when the cost of fuel is
taken into consideration.
"When you add usage costs, the electric version is actually less expensive,"
Sylvain Chereau, Peugeot's EV director,
told Automotive News Europe. "TCO (total cost of ownership) is the central message to our customers." Volkswagen is
promoting a similar plan for its ID range
of electric vehicles, with the first model
expected to go on sale in 2020.
Unlike some competitors, including Europe's 2018 top-sellers, the No. 1 Nissan Leaf and No. 2 Renault Zoe, Peugeot
will not lease the battery separately. Instead, the e-208 will have an eight-year,
160,000-km warranty, at the end of which
it promises the battery will still be able to
retain 70 percent of its charge. "We want
to keep it simple," Chereau said.
Europe's electric car segment was the region's fastest-growing sector, with sales

16

www.autonewseurope.com

Peugeot is offering a monthly leasing rate on the e-208 that is just 10 euros
more than the diesel version.
last year that grew 41 percent to 233,254
units in a flat market. Overall, the share
of electric cars sold in Europe grew to
1.5 percent of the total market from 1.1
percent in 2017. The second-generation
Nissan Leaf reclaimed the segment lead
with 39,994 sales, marginally ahead of
the segment's 2017 leader, the Renault
Zoe (38,227). The Hyundai Ioniq rounded
out the top three, slipping one spot from
2017, even though its sales rose 45 percent to 31,918 units.

New competitors
New competitors such as the Tesla Model
3, which JATO figures show took the lead
as Europe's top-selling EV through February, are starting to appear in Europe,
because the EU's tougher CO2 level of
95 grams per kilometer starts to take effect next year. Some relatively new models in the segment include the Hyundai
Kona and Ioniq EVs and the e-Niro, from
Hyundai sister brand Kia. Other significant debuts this year will be models
from Peugeot siblings such as the DS3
Crossback e-tense and Opel/Vauxhall
Corsa EV. Both will be built on the same
e-CMP platform as the e-208. Another

key model will be the revamped Zoe. The
next generation of the Peugeot 2008
small crossover could also appear by
year-end, with an electric version similar
to that of the DS3 Crossback.
"We have to get down to 95 grams,"
Peugeot CEO Jean-Philippe Imparato
told ANE. He is counting on the e-208
and plug-in hybrid versions of the 508
and 3008 (both emit about 49g/km of
CO2) to play a crucial role. According
to JATO, Peugeot's fleet CO2 average
in 2018 was 107.7g/km -- the secondbest figure in Europe after hybrid-heavy
Toyota, but Peugeot was still more than
3g/km above its 2017 figure.
Government support will also play a bigger
role in electric vehicle sales in some countries. In France, for example, electric vehicles are eligible for a 6,000 euro rebate,
up to 27 percent of the total purchase
price. And starting Jan. 1, 2020 buyers
who turn in older, high-polluting vehicles
for scrappage can get up to 5,000 euros
if they buy a new EV. EV owners can get
a tax rebate for much of the cost of home
charging stations, and some cities will
ANE
provide free parking.

MAY 2019


http://www.autonewseurope.com

Automotive News Europe - May 2019

Table of Contents for the Digital Edition of Automotive News Europe - May 2019

Contents
Automotive News Europe - May 2019 - Intro
Automotive News Europe - May 2019 - Cover1
Automotive News Europe - May 2019 - Cover2
Automotive News Europe - May 2019 - 3
Automotive News Europe - May 2019 - Contents
Automotive News Europe - May 2019 - 5
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