Peugeot 408 introduced on the Asian market

Article by Christian Andrei, on August 26, 2010

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.

Press Release

Peugeot unveils the new 408 at its world premier in Beijing.

A decisive step in the Lion's offensive on the world's foremost automobile market. Presented today, as a world premier on the Chinese market, to around 300 Chinese journalists and more than 700 network representatives by Jean-Marc Gales the Marque's Managing Director, the new Peugeot 408 marks a further step in the Marque's offensive on the world's foremost automobile market.

Despite being present on the Chinese market for 5 years only, the Peugeot Marque sold over 410 000 vehicles in 2009. This corresponds to a 44% sales increase compared with its 2008 performance.

Following its fine performance in the M1 segment with the success of the 307 saloon and the 307 notch-back, of which 3,522,800 have been produced worldwide, Peugeot is now quite legitimately embarking on a Chinese market offensive with its new 408 DF Peugeot.

This new prestigious notchback tailored for the Chinese market will serve to reinforce Dong Feng Peugeot's product offer on the M1 segment that accounts for over 45 % of the total market.

In this manner, the new Peugeot DF 408 should enable the Lion Marque to increase its sales volumes by over 30% in 2010, compared with 2009, and thereby to grow at twice the forecast pace of the market.

This half-height architecture notch-back saloon has been designed and developed jointly by Peugeot's Styling teams in Europe and China and meets three objectives: embody the Marque's modernity, guarantee maximum safety and offer unrivalled interior space.

The 408 name follows the Lion Marque's traditional naming logic. The figure 4 refers to the size of the car (4.68 m) and its positioning in the medium-luxury family saloon segment. The 0 in the middle signifies that it belongs to the Peugeot Marque, while the 8 expresses the vehicle generation. With this name, the 408 naturally falls into place within the current Peugeot range and becomes the forerunner of the 8 series, the latest generation vehicles to be launched on the Chinese market.

The Dong Feng Peugeot 408 is the fruit of work by the joint venture set up between PSA Peugeot Citroën and the Chinese group DFM. The car is being produced at the Wuhan plant in Hubei province in China. It is positioned to become one of the market's benchmark vehicles with a full-year sales target of 100,000 units.

Topics: peugeot, sedan, china, asia

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