The new Peugeot 407 SW may be shaped like an estate, it may offer the same versatility and load space as one, but as with all other car firms producing these . . . stretched family cars, the marketing department has drilled the official line into the far corners of every employee's grey matter.
"It's not an estate, it's a lifestyle product" - that's the line from Peugeot and everyone there is sticking to it.
The French marque is still riding high on the wave of welcome for the stylish 407 and this latest addition to the model range will no doubt boost its profile just as the market prepares for the January sales boom.
Regardless of what you call it, it's got the regulation big boot, but this time with some snappy design touches more pleasing to the eye than a van-like addition to the rear. That's hardly surprising given the sleek sporty lines of the front of the car. It retains the 407's impressive presence and eye-catching appeal.
We tested the entry-level 1.6-litre HDi diesel - this engine features in the 407 saloon and the new C5 (road tested above). It's a remarkable piece of engineering and, even with this larger body to drag along, it never felt out of puff.
Handling, while light as with many Peugeots, remains communicative and turning never seems a chore, though the added length would benefit from parking sensors.
Noticeable improvements over the saloon include a more striking rear light cluster and, of course, a panoramic roof whose single tinted-glass panel effectively covers the entire roof over the front seat and stretches well into the rear. It has an electric screen as well. And it's standard on all SWs.
Prices start at €27,320 for the SR version of the 1.8-litre petrol. This includes the same features as the saloon, from seven airbags through to digital climate control. Prices for the diesel versions start at €30,620.
While sales next year of the 407 SW are conservatively put at 200, Mark O'Connell, Peugeot's Irish sales and marketing manager, reckons a closer estimate is 400 a year. Not exactly record-breaking, but then, while estate sales countries such as Italy and Britain can reach 45 per cent of model format, here it's normally touching 2 to 4 per cent, according to O'Connell. Of the 200 or so sold, he predicts sales will break down 65:35 in favour of diesel.