Following the footsteps of its quirky sister brand Citroen, Peugeot will be launching a new sub-brand that will be used on more upmarket models with higher profit margins, similiar to Citroen’s DS sub-brand. The new sub-brand will be called hors-série, which is French for ‘custom-made’ or ‘out of series’.
The sexy Peugeot RCZ will be the first hors-série model and Nasim has announced intentions to offer it here in Malaysia. The next hors-série model will be a wagon version of the new Peugeot 508. The 508 is a new model that will replace both the 407 and the 607, and it has been previewed in the form of the 5 by Peugeot concept. The third hors-série model will be unveiled only in 2012.
They will keep the word hors-série in all markets without translating it, much like how Volkswagen uses the tagline Das Auto even here in Malaysia. This can sometimes cause some rather amusing conclusion. A friend of mine actually thought Das Auto was a Malaysian-Indian owned Volkswagen dealership as Das is also an Indian name ;) Until he saw it in Germany of course.