Peugeot has unveiled the new Peugeot 408 in China, five years after the brand entered the Chinese market. The presentation was made by Managing Director Jean-Marc Gales to around 300 Chinese journalists and over 700 network representatives.
The new 408 marks Peugeot’s latest offensive in China, building on the strong results posted in 2009. That year, the brand logged a 44-percent year-on-year jump in deliveries to over 410,000 vehicles in the country. Peugeot is hoping to continue its good momentum in the M1 segment, where it logged much success with the 307 saloon and the 307 notch-back.
With the Peugeot 408 DF notchback, -- tailor-made for the Chinese market -- the brand is hoping to further boost Dong Feng Peugeot's product lineup on the M1 segment, which accounts for over 45 percent of the overall vehicle market in China.
In fact, Peugeot is hoping that the new 408 DF notchback would help it hike its sales volume in China in 2010 by around 30 percent, or twice the expected growth of the market.
Designed and developed jointly by Peugeot's designing teams in Europe and China, the Peugeot 408 DF notchback is able to achieve three main objectives: embody the Peugeot’s modernity; guarantee optimal safety; and offer unmatched cabin space.
This new saloon abides by Peugeot’s traditional nomenclature. The number “4” refers to the saloon’s size (4.68 m) and its positioning in the medium-luxury family saloon segment.
Meanwhile, “0” signifies that the car is part of the Peugeot brand. On the other hand, “8” refers to the vehicle generation. This new offering, the Peugeot 408 DF, is manufactured by Dongfeng Peugeot-Citroën -- a joint venture set up between PSA Peugeot Citroën and Dong Feng Motors -- at its Wuhan site in China. The company is targeting to sell 100,000 units of the Peugeot DF 408 annually.