Peugeot’s new RCZ is the first model to be launched under the firm’s new hors-série sub-brand, a title that will be given to two other models within the next two years.
Hors-série Peugeots are the firm’s attempts at creating a Citroen DS-style brand that spawns more premium and upmarket cars that command a higher price tag than those on which they are based, appealing to more affluent buyers.
The next hors-serie Peugeot will be the 508 estate and it will be followed by an unknown third model in 2012. Hors-serie translates from French as 'built out of mass production', indicating the firm’s desire to generate additional income from its mass-market platforms.
Jean-Marc Gales told Auto News that hors-serie models would be sold in all of Peugeot’s markets without translation, citing Volkswagen’s use of its Das Auto marketing slogan outside of its home German market as proof that a foreign-language marketing phrase can work.