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It was interesting to chat to Peugeot's new UK boss Stefane Le Guevel at the recent launch of the revised 508.
As you'll see from our news story, he's desperate to move the Peugeot brand up at least half a segment, so it sits above the mainstream volume brands but below the premium ones - basically alongside Volkswagen.
It's not the first time we've heard such talk of shifting perceptions about a manufacturer, but history has proved it's a very difficult thing to do. The general public's impression of a brand is very firmly ensconced, and it takes many years to change that around. It amazes me that some (non-car) people are still turned off the excellent range of Skoda product because of the brand.
Moving Peugeot up will take more than offering decent products, although that's a good place to start, and the excellent 308 hatchback is an almost unbelievable step forward from what came before it. But it will also take Peugeot holding its nerve in terms of the less-profitable channels.
The French firm is one of a number of manufacturers to have made multiple pledges to cut back on short-cycle business in the near-decade I've been working in the sector, so the latest promise will only have an impact when the long-term evidence presents itself. It's easy to say you're cutting back on short cycle when you have new products, as retail demand is at a peak. What happens a couple of years down the line is key, and if Peugeot can't stick to its guns then any thoughts of moving upmarket will be over.
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