The French carmaker has opted to discontinue its executive saloon and estate models due to the UK’s introduction of the zero-emission vehicle mandate. As stated to Autocar, the company explained, “With the ZEV mandate guiding us, we are sharpening our focus on electric vehicles in the UK.”
In response to this shift, Peugeot will now offer every passenger car model with both electric and hybrid powertrains. This decision is also influenced by the 508’s disappointing sales figures. Since its launch in 2019, Peugeot has only sold around 7,000 units of the 508 in the UK, with sales dropping to fewer than 700 last year.
Moving forward, the 508 will be available exclusively as a plug-in hybrid in the GT trim until its phase-out later this year. This change effectively marks the end of the Peugeot Sport Engineered (PSE) sub-brand in the UK, just four years after the introduction of the 508 PSE.
Despite its launch in both saloon and estate formats in late 2020, and a subsequent facelift last year, the 355bhp PHEV version failed to generate serious interest. The PSE sub-brand’s future is further jeopardized by the 9X8 Le Mans Hypercar’s limited success, having secured only a single podium in the World Endurance Championship over the past two years.
Peugeot CEO Linda Jackson recently downplayed the possibility of expanding the PSE lineup, noting, “While we considered it, our focus has shifted to prioritizing electrification.” Jackson emphasized the need to concentrate on electric vehicles and improve brand visibility through various initiatives.
Marketing chief Phil York supported this approach, explaining that their strategy involves engaging younger audiences and increasing brand awareness through targeted marketing efforts, including participation in events like Le Mans.