Peugeot unveils much-improved 2nd-generation 308

Article by Christian Andrei, on May 13, 2013

Peugeot has unveiled its second-generation Peugeot 308, a model expected to drive the French carmaker’s goal of cultivating a more upmarket brand image. The new Peugeot 308 offers significant improvements in fuel efficiency, driving dynamics and overall quality. Measuring just 4.25 meters in length and 1.46 meters in height, the new Peugeot 308 is slightly shorter and lower than the outgoing model.

The French carmaker’s newest small family car rides on the latest EMP2 platform engineered by Peugeot’s parent PSA for use on several future C and D-segment cars bearing Peugeot and Citroën badges. The new underpinning has provided Peugeot’s designers the opportunity to endow the new 308 with a more dynamic shape than the outgoing model, while providing weight saving and dynamic benefits. The new platform also features lower engine-mounting positions, which allows the new 308 to bear a more aggressive, sharper front-end design with a lower bonnet.

The new small family car now offers a roomier interior, featuring a boot space of 470 liters below the parcel shelf. The exterior of the new 308 feature a design that incorporates elements of the latest 208, with references to the sleek Peugeot Onyx Concept car unveiled at the 2012 Paris Motor Show.

According to Peugeot, the new 308 is up to 140kg lighter than the outgoing model, depending on engine derivative and trim specification. In terms of emissions, the new 308 emits as low as 85 grams carbon dioxide per kilometer on the most economical variants.

On the other hand, the 308 is now underpinned by the PSA Group’s new architecture -- the new EMP2 platform.

This new platform, along with Peugeot’s proficiency in steering and suspension, brings about a new level of driving pleasure. During the development of the new EMP2 platform, around 116 patent applications were made – all helping contribute in achieving the 308’s outstanding dynamic qualities.

The new EMP2 platform also helped a lot in making the new Peugeot 308 around 140kg (on average) lighter than the current generation model.

Additionally, Peugeot’s implementation of advanced engineering enabled the carmaker to reduce the size as well as weight of many of the 308’s major units. The engineering measures taken have allowed the French carmaker to dramatically cut the 308’s average carbon dioxide emissions.

In fact, one of the 308 models featured a carbon dioxide emission level of 85g/km. Laurent Declerck, New 308 Project Director at Peugeot, remarked that the new EMP2 modular platform allowed for considerable reduction in weight of the 308, making the vehicle more dynamic and easier to handle.

Interior Design

Drivers of the new Peugeot 308 will be glad to experience the Peugeot i-cockpit as the French carmaker has made it as impressive as possible.

During the designing and development of the new Peugeot 308, the carmaker’s design and engineering teams decided to create an interior that revolves around the concept of the i-cockpit.

When inside the i-cockpit, drivers would be able to find a compact steering wheel and a head-up instrument layout that do not require them to peek through the wheel just to read the needed information.

Instead, drivers just need to look over the steering wheel to get a clear view of the HUD. This means that drivers could better focus on the road. Adding to the new 308’s interior appeal is its 9.7-inch touch-screen interface that eliminates the need for physical buttons and switches.

Thanks to its large size, the screen allows for many of the infotainment controls to be accessible in one place, thereby further uncluttering the 308’s cabin.

Vincent Devos, New 308 Product Manager at Peugeot, remarked that the vehicle allows occupants to experience a new world of refined style as well as a new cockpit that is intense, innovative and intuitive.

Press Release

Peugeot 308 (T9)

The Peugeot designers and engineers have created a hatchback that is audacious, intuitive and modern, to a refined and classy design. Due to the new EMP2 modular platform, the new Peugeot 308 has compact dimensions and reduced weight (-140kg). Its driving experience is top-class and its CO2 emissions create a new benchmark (with a version at less than 85 g/km). A refined interior and innovative instruments and controls (the Peugeot i-cockpit) promise a great driving experience. Its high level of quality, the result of a very ambitious initial design brief, positions the vehicle among the best, embodying Peugeot's move up-market.

The distillation of a hatchback

The new Peugeot 308 has all of the essential characteristics needed in the C segment, with its compact size (length: 4.25m and height: 1.46m), a spacious interior and a particularly large boot (470 litres below the shelf). But it goes further, offering a strong and different alternative to win new customers.

A striking and contemporary design

"The new Peugeot 308 has a pure and technological exterior design that speaks of high strength and high quality," says Gilles Vidal, Design Director, Peugeot.

With its compact length of 4.25 metres and well-balanced proportions, the New Peugeot 308 projects a classy and sophisticated presence. The front is dominated by an evolutionary reinterpretation of the brand's 'floating' front grille, and by the strong lighting signature. Slim full-LED headlamps are standard on the majority of trim levels and a world-first in the segment. The high quality of design continues at the rear, with the three Peugeot (lion) 'claws' drawn by the rear LED lamps.

A refined and high-technology interior

"When inside the car, one discovers a world of refined style, completely original in the world of hatchback cars, with a cockpit that is intense, innovative and intuitive; it is the Peugeot i-cockpit," says Vincent Devos, New 308 Product Manager, Peugeot.

Peugeot's design and engineering teams have developed the interior of the New 308 around the concept of the i-cockpit. Everything is arranged for an experience that is intuitive, relaxing the driver to focus entirely on the road ahead. The compact steering wheel and head-up instrument layout mean that information can be clearly read easily and safely, looking over rather than through the wheel.

The highlight of the New 308's generously spaced cabin is the 9.7-inch touch-screen interface, which removes much of the need for physical buttons and switches. Setting a new size standard for the class, it brings together many of the infotainment controls in one place, for ease of use and to create a contemporary and uncluttered cabin.

Advanced new modular platform for an outstanding driving experience

"On the road, driving pleasure is enhanced by the new EMP2 modular platform. With its considerable reduction in weight, it contributes to the dynamism and easy handling of the New Peugeot 308," says Laurent Declerck, New 308 Project Director, Peugeot.

The driving experience of the New Peugeot 308 draws on the brand's expertise in suspension and steering, and takes them to a new high due to the benefits of the new EMP2 platform.

Development of this new PSA Group architecture has resulted in 116 patent applications and contributes towards the vehicle's excellent dynamic qualities. It also plays a key role in the car's considerable weight reduction, by an average of 140kg compared to the current generation Peugeot 308.

Breakthrough engineering has allowed many of the vehicle's major units to be reduced in size - also cutting overall weight - leading to significant reductions in CO2 emissions. As a result, this new Peugeot 308 establishes an environmental benchmark, with one model offering CO2 emissions as low as 85g/km.

Outstanding quality from bumper to bumper

The New Peugeot 308 is the latest evidence of the brand's move up-market. It's an initiative started several years ago and seen most recently with the 208 and 2008. The initial design brief of the New 308 had the highest levels of quality at its core. This ambition has guided the designers and engineers from the very start of the project.

Every element, both inside and outside, has been developed and refined with exceptional attention to detail. The choice of high quality interior materials and the satin chrome or gloss black detailing add to the feeling of sophistication and maturity in the car's design and assembly. The New Peugeot 308 will be built at the Sochaux plant in France. The Trémery and Douvrin sites will supply all of the power units.

The 308 story will continue...

The New Peugeot 308 will make its world premiere at the 2013 Frankfurt Motor Show. Sales will start shortly afterwards in mainland Europe and from January 2014 in the UK.

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