The electric 308: is Peugeot playing a bad price joke on us? Carlos Tavares, CEO of Stellantis, recently said the group doesn’t need to worry about competition from Tesla. Yet he should.
The new electric Peugeot 2008 has just been announced, with greater autonomy and many changes inside. However, eyes are also on the electric Peugeot 308 whose price, let’s say it, is ready to smile. But not necessarily for the right reasons.
Carlos Tavares, CEO of Stellantis, recently said the group doesn’t need to worry about competition from Tesla because its prices are much lower. Unfortunately for him, this statement does not seem entirely accurate. Numerama Vroom has revealed that for several trims of the European group’s cars, the prices are actually higher than those of Tesla. So, are we laughing or crying?
Let’s compare to the Model 3, the MG4 and the Model Y
Take the example of the electric Peugeot 308, which is compared to the Tesla Model 3 Propulsion, the MG4 Luxury or the Tesla Model Y Propulsion, 4 100% electric vehicles.
| Model | Peugeot e-308 | Tesla Model 3 Drive | Tesla Model Y Propulsion | MG4 Luxury |
|---|---|---|---|---|
| Power | 115 kW (154 hp) | 200 kW (270 hp) | 203 kW (276 hp) | 150 kW (204 hp) |
| 0-100km/h | 10.5 sec. | 6.1 sec. | 6.9 sec. | 7.7 sec. |
| Max speed | 225 km/h | 225 km/h | 217 km/h | 160 km/h |
| Autonomy (WLTP) | 410km | 491km | 455km | 435km |
| Battery size | 52 kWh | 62 kWh | 62 kWh | 64kWh |
| Charging power | 11kW / 100kW | 11kW / 170kW | 11kW / 170kW | 11kW / 135kW |
| Storage volume | 361 liters | 495 liters + 50 liters (frunk) | 854 liters + 115 liters (frunk) | 363 liters |
| Price | €48,000 | €41,990 | €45,990 | €33,990 |
| Bonus prizes included | €48,000 | €36,990 | €40,990 | €28,990 |
The figures speak for themselves: the electric 308 has a price, to say the least, absurd. With an introductory price set at 48,000 euros for an over-equipped finish First Editionit is not even eligible for the ecological bonus of 5,000 euros (47,000 euros including tax maximum).
And there, we reach the peak of pettiness: if you buy the car directly from the Peugeot Internet store, the price is “discounted” at 47,040 euros. 40 euros too much to be eligible for the ecological bonus. We don’t know if we should applaud audacity or be indignant at this sleight of hand!
However, we suspect that a small negotiation with the dealer will allow the car to pass under the ceiling of the ecological bonus. Especially in LOA, the e-308 is eligible for the bonus, with an official price of 45,550 euros.
By comparing the technical sheets of the four cars, nothing justifies such a price. Faced with American (Tesla) and Chinese (MG) manufacturers, Peugeot’s strategy seems more suited to a circus act than to a plan to conquer the automobile market.
The marketing of the Peugeot e-308 allows us to have some additional information. Autonomy is announced at 410 km on the WLTP cycle, with a theoretical combined consumption of 15.1 kWh (taking into account the losses linked to recharging). The 0 to 100 km/h is done in 10.5 seconds, and the 1000 m standing start in 32.3 seconds. This exercise is penalized by the maximum speed, limited to 170 km/h.
So, to seriously wonder if Peugeot is really trying to sell its 308 electric or if the objective is to make a name for itself in the world of stand-up. In any case, this pricing strategy has the merit of making us smile, even if it’s a yellow smile.
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