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Part of that is because I buy or lease company cars for some of my staff from Peugeot. They have a discount scheme according to volume. Even so, I'm sure they didn't sell it at a loss so it shows how much margin they had available to play with.
There is also sometimes "support" from Peugeot given to particular dealerships which I think just means the authority to use a sharper pencil.
Another factor may have been that mine was the first R (allegedly) sold to a member of the public in the UK and Peugeot were keen to get some of them out on the road so that prospective buyers could see how great they look and encourage people to form an orderly queue at the sales counter!