Peugeot’s Australian future in doubt

Uncertainty over Peugeot’s future in Australia has arisen after parent company Stellantis and local distributors Inchape Australasia parted ways. Sales have been suspended, but according to Stellantis, Peugeot will remain available in Australia, with a new distributor and updates on local plans to come.

In a press release issued on 1 July, Inchape said the parting was by mutual agreement, adding that they are working collaboratively with Stellantis to ensure a smooth transition for the brand to a new distributor.

The split between Inchape and Stellantis comes off the back of falling sales for Peugeot – just 1,350 deliveries in 2025 - across their range of SUVs and light commercials. This was a 28.8 per cent drop on 2024’s numbers, reflecting a broader trend of established brands like Peugeot losing sales and market share here to new arrivals from China.

Peugeot’s history in Australia dates back to the dawn of the 20th Century, but was formalised from 1948, when small numbers of the 203 sedan were introduced. Sales were meagre, but when a 203 won the first REDeX Trial in 1953, it created a boom for the brand. Local assembly operations established in Sydney and Melbourne, with new models introduced. The 203 would be followed by the 403, then the 404, 504 and 505.

A curiosity of Peugeot’s local history included a period in the 1960s when they were assembled and sold by Renault Australia. Local sales rarely exceeded 2,000 units annually during this period, with the brand continuing to be a niche offering in Australia.

The July announcement marks the end of Inchape’s second stint as Peugeot’s local importer. The first concluded in 2001, when Sime Darby took over responsibility for the brand, but Inchape was back in charge from 2017. Across both distributors, the highwater mark for Peugeot locally was 2007, when 8,807 vehicles were sold.

Inchape axed Citröen from their portfolio in 2024 after just 228 sales the previous year. Losing Peugeot leaves only Subaru, Deepal and Foton in Inchape’s lineup. Stellantis currently imports Jeep, Fiat and Alfa Romeo, so could potentially take over the Australian distribution of Peugeot themselves.