Peugeot to Discontinue the 508 in the UK Due to Zero-Emission Vehicle Mandate
Peugeot has announced that it will be discontinuing the Peugeot 508 executive saloon and estate models in the UK. The decision to axe the 508 is attributed to the UK government’s introduction of the zero-emission vehicle (ZEV) mandate. Peugeot stated that they have chosen to focus on their electric models in the UK, aligning with the ZEV mandate. As a result, all of Peugeot’s passenger cars are now available in both battery-electric and hybrid powertrains.
The poor sales performance of the 508 is another factor that contributed to its discontinuation. Since its launch in 2019, Peugeot has only sold around 7,000 examples of the 508 in the UK, with fewer than 700 units sold last year. Peugeot will continue to offer the 508 exclusively as a plug-in hybrid in GT trim until its demise later this year.
The discontinuation of the 508 also marks the end of the Peugeot Sport Engineered (PSE) sub-brand in the UK. The PSE branding was introduced four years ago with the launch of the 508 PSE, a powerful plug-in hybrid variant of the 508. However, the 508 PSE failed to attract significant demand, even after a facelift last year.
The future of the PSE line-up is uncertain, as the only other car to use the branding, the 9X8 Le Mans Hypercar, has only achieved one podium in the World Endurance Championship over the past two years. Peugeot CEO Linda Jackson has expressed little interest in expanding the PSE range, stating that the focus is on electrification and offering more electric cars.
The decision to discontinue the 508 and the PSE sub-brand reflects Peugeot’s prioritization of electric vehicles and building awareness around electric mobility. Peugeot aims to raise brand visibility and resonate with a younger customer base through their electric offerings. The company has been leveraging marketing communications activities and sales activations to engage customers who may not be interested in motorsport but are interested in the brand’s electric initiatives.
With the discontinuation of the 508, Peugeot is shifting its focus towards a more electric future. The decision aligns with the UK government’s ZEV mandate and reflects the growing demand for electric vehicles in the market. Peugeot’s move highlights the importance of adapting to changing regulations and consumer preferences in the automotive industry. As the industry continues to evolve, automakers will need to make strategic decisions to stay competitive and meet the demands of the market.