Much like the PEUGEOT EXALT concept car, the new PEUGEOT 408 will display the new styling cues of the brand for the first time. In the center of the grille, one is likely to see the lion which for PEUGEOT is an important sign of membership and pride. Through this new offering, the brand will be able to renew its offering in the upper C segment in China, a segment that is both highly competitive and buoyant and represents around 1.4 million vehicles.
This is in addition to the 301 and 508 sedans as well as the 2008 and the 3008 SUVs. PEUGEOT revealed that 408 customers in China are those that like to live in an urban setting and are typically thirty years of age. These are also people that have strong enthusiasm for technology and are upwardly mobile both professionally and socially. Further, 70% of these customers will be purchasing a new vehicle for the first time.
While this future flagship model of the brand does have that dynamic style, it also has other qualities that allow it to attain the ambitious objectives as it relates to image and volume. The brand expects that when it comes to the level of technology and equipment, this new model is sure to reach high standards within the segment. This latest model from the brand will utilize for the first time the EMP2 platform and as another first, to be built in China.
Because of this, it means the 408 stand to benefit from all of the unparalleled levels of innovation the Group has to offer and the technological advances. For the new 408, PEUGEOT revealed that it will offer all of the qualities present in an executive sedan that is part of the C segment in China. The new model also makes use of the latest styling cues the brand has to offer.
Indeed, the combination of shapes and lines reveal the perfect harmony when it comes to balance, elegance, safety, speed, and strength. The equipment fitted inside is truly modern like the headlamps which use full-LED. Powering the model is the THP direct-injection 1.6-liter turbo petrol engine having the Stop & Start function. These two are but examples of the brand's desire to transition to the up-market and eventually become a standard in the segment.
In addition, the new 408 best symbolizes, as well as strengthens, the DongFeng PEUGEOT’s “E power” strategy, something that has been implemented for at least 2 years now. Using this cutting-edge system, it allows DongFeng PEUGEOT to enter the "micro-hybrid" period. A number of customers in China have been expecting this technology as it matches perfectly the demands of the market.
Specifically, it combines performance and environment protection. The new 408 brings with it two advantages with the first being to have a wide range of models that are fitted with the Stop & Start system. The second is the wheelbase which measures 2,730 mm, longer by 20 mm compared the present 408, which implies a space of comfort.
With these two, there is the expectation that for the mid-sized vehicle market, the new 408 will become the new standard. Other features fitted in the new 408 are the blind spot sensors, "City Park" system, and the full-LED headlamps. All such systems will become the standard when it comes to technology and safety.