Are “free” colors a shot in the foot for Peugeot?

Indeed, dull colors dull the automotive landscape, but Peugeot has it pushed the opposite limit a bit too far?

A few months ago, Fiat launched a major global marketing campaign declaring loudly and clearly that they would abandon gray and dull colors to brighten up our lives and streets. Since then, without making any noise, just to fly under the radar, gray and black have reappeared in the Italian manufacturer’s catalog, as customers do not agree with this overly extreme choice.

However, one could admit that Fiat’s warm tones are pleasant: orange, lime green, red, sky blue — far from vulgar but true to the Italian notes seen on postcards.

At Peugeot, the Stellantis group’s house comparable to Fiat, they’ve chosen a different positioning — more “dynamic and aggressive.” This is reflected in the palette of “offered” colors at purchase, which can very likely sway the customer.

A Peugeot 208 in Yellow Agueda

The clearest example is precisely the most popular model in the Peugeot lineup, yet one that is never seen on the street. The “New” 208, facelifted in 2023, is offered as standard with a very electric color called Yellow Agueda. If you’re trying to go incognito in your city, it’s a lost cause. Therefore, you must resort to the options catalog: Banquise White at €290, Perla Nera Black, Artense Gray, or Sélénium at €680, Elixir Red or Vertigo Blue at €870.

In a way, the customer almost feels compelled to open their wallet… or turn to competitors. Unless the dealer offers a commercial gesture, but it’s a shame to get it on a color instead of an accessory or comfort element.

The same applies to the 308 and 408

The same sentiment applies to Peugeot 308 (sedan or SW station wagon) and the very stylish 408. Their standard colors are too divided for a broad segment of the population to be immediately convinced.

Moreover, the cost of a color other than the original is even higher here: from €870 to €1060 for the 308 sedan, and from €880 to €1070 for the 308 station wagon and the 408.

Prices that quickly push the purchase price into a risky psychological terrain. Just a few hundred euros more, and the extra thousand seems within reach, which can totally cool the buyer. What about the residual value on the used market? All these elements raise questions, but apparently not for Peugeot.

And you, what do you think of Peugeot’s original colors?

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