Unwanted Revolution?
by David Finlay (08 Mar 06)

Peugeot is trying these days to occupy every nook and cranny of what's known as the B segment. By the end of 2006 it will have four models in the same class - the forthcoming 207, the continuing 206, the little 107 (which to be honest strikes me as more of an A-segment car) and, least conventional of them all, the 1007 tested here. Perhaps this wide choice is just as well, because the word from the trade is that the 1007 isn't shifting. Customers take one look at it and walk away, but at least when they do that there's a 206 sitting nearby so they don't necessarily march straight out of the showroom.

What's the problem? Peugeot describes the 1007 as "the revolutionary small car"; maybe B-segment buyers don't think much of revolutions. They certainly don't seem to think much of the 1007's looks. And if a minority get past that hurdle and start talking about deals, surely the pricing will kill most of them off.

Very unscientifically, I asked various friends, neighbours and passers-by how much they thought the test car cost. I think the guy who said "£6500" was having a laugh, but without exception everyone else guessed in the £8000-£9000 range.

Oh dear, no. Even the most basic 1007 has a list price in five figures. Without options, the 1.4 HDi 70 Sport is the second most expensive car in the range at £12,300. With options (most notably satellite navigation, phone capability, a 5-CD changer, metallic paint, parking sensors, an alarm, folding mirrors and a JBL audio system) the test car would set you back £15,150. This is top-end money for the class, and everything of comparable price is much more powerful.

As Graeme Giles pointed out in his launch report, the 1007 is aimed at buyers aged between 35 and 54, who may be able to afford it - but are they also going to be the ones most likely to appreciate its odd design, or the fact that you can mix and match various pieces of velcro-attached trim?

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