Mike Stevens | Mar 17, 2010

PEUGEOT IS SET to launch a new upscale sub-brand called Hors-Série next year, following the launch of Citroen's upmarket brand, DS.

Meaning 'out of mass production' in French, the Hors-Série range will initially consist of three models, starting with the upcoming RCZ coupe.

While not quite in BMW and Mercedes territory, the near-premium Hors-Série cars will be targeted at well-heeled buyers. Along with the DS line, the upmarket models form part of a push for PSA Peugeot Citroen to attract buyers looking for a certain je ne sais quoi.

Speaking with Automotive News Europe, PSA Peugeot Citroen boss Jean-Marc Gales said the Hors-Série name will be used without translation wherever the range is offered.

Gales did not specify which markets outside of Europe would see the sub-brand, but with the RCZ scheduled for an Australian launch this year, other Hors-Série models could also get a local debut.

“PSA does not have low-cost models. We traditionally cover the mainstream area with the Citroen and Peugeot brands. The DS and hors-série car lines will expand our coverage into the more distinctive portion,” Gales told Automotive News Europe.

The second model in the Hors-Série line-up is expected to be a wagon variant of the 508 - the new model set to replace the current 407 and 607 models. Details of the third model have yet to be revealed.

The 2010 Citroen DS3, the first model in Citroen's DS range, launched in Europe this month, with an Australian debut scheduled for August.

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