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.