Europe, Spring 2012: Peugeot will launch its new model in the “B segment”. It will be available in two distinct body styles; 3-door and 5-door. The 5-door model range will be available in South Africa during the second half of 2012.
Today, creating a vehicle capable of appealing to and uniting a wide variety of customers with ever changing expectations, simple renewal is no longer enough. Therefore, from the outset, the “A9” Project adopted the most ambitious specification overhaul ever undertaken by the Marque to create a vehicle which represents a true generation leap.
Peugeot has not hesitated to rewrite the rulebook, with the desire to reinvent the principles on which the success of icons like the 205, 206 and 207 were built and to “re-generate” them, to create:
The Peugeot 208.
“With the 208, Peugeot enters a new era.”
Vincent Rambaud, Director General, Automobiles Peugeot
“The 208 will be a milestone. This car truly marks the next step, a defining moment for Peugeot.”
Alain Tranzer, Director of the A9 project
“The 208 is a new illustration of the Marque’s project launched two years ago, representing a new stage in Peugeot’s desire to drive itself towards ever greater modernity.”
Xavier Peugeot, Peugeot Marketing and Communication Director
“With the 208, Peugeot has given itself the means to recreate an icon”.
Laurent Blanchet, Peugeot Product Range Director
The 208 embodies the principles of agility and efficiency. The initial technical choices make it a vehicle which is light (110 kg lighter on average compared with the 207, and as much as –173 kg! with a range which starts at 975 kg), aerodynamic (Cd of 0.29, CdA of 0.61), and very compact (-7 cm in length, -1 cm in height).These benefits are accentuated by noticeably increased occupant space, with more room in the rear seats (+5 cm at the knees) and a more generous boot (+15 dm3 in volume), proof of optimised architectural performance.
“Compared with the 207, we wanted a vehicle which is smaller on the outside and larger on the inside.” Christophe Clochard, 208 Consolidation Manager
The 208 gives form to and refines the new aesthetic codes of the Marque. ‘Floating’ grille, light signature, ‘boomerang’ rear lamps – each detail is designed in complete coherence with the balance of the car, structured by a “spine” the impression of which is even visible on the roof. Sculpted, athletic, both pure and sophisticated, its style projects the Marque towards a renewed and attractive modernity, suggesting sensuousness and energy, smoothness and mischief.The two body types have been given entirely different treatments, with the style of the quarter panel of the three-door version recalling one of its illustrious older siblings.
“A small group, very closely knit, we had the same vision of the direction we should take. That is what inspired us, gave us the strength and energy to succeed in realising all our ideas.”
Pierre Authier, 208 Style Manager
“The strength of the 208 lies in its style: it is a real ball of energy. It has the potential to please everyone, without being a compromise, like a popular piece of music that touches the human soul regardless of culture.
Gilles Vidal, Peugeot Style Director
The interior continues the promise of innovation just like the exterior style. A true break from what has gone before, beyond the recognised technical constraints and cultural references, the instruments and controls have been completely re-thought to become entirely intuitive and clear.They are positioned around a small steering wheel, a “head up instrument panel” and a large touch screen. This “ensemble” connects with its occupants and contributes to the practicality, the safety, the quality and purity of the interior design, as well as to the driving sensations.
“Deciding on completely re-thought out instruments and controls, from the beginning of the project, on the model destined to be the Marque’s biggest seller, was taking a huge risk. Together, we have shown exceptional boldness in incorporating them in the 208.”
Jérôme Micheron, 208 Project Manager
“With the “Head-Up display” system first seen on the 3008, which projects information onto a screen, we introduced a new approach: its usefulness is acknowledged unanimously and its success has been immediate.
The 208 goes much further.
The idea of the small steering wheel combined with the “head up instrument panel” had a lot of potential. When we tested the first prototypes, everyone was impressed; it was simply natural, easy, clear…” Marion David, 208 Product Project Manager
By achieving average CO2 emissions of 34 g/km lower than the 207, the 208 takes the lead in its segment. Its latest generation engine technology and the use of the e-HDi micro-hybridation system on virtually all versions add to the vehicle’s improvements in terms of weight reduction and aerodynamics.With five models, four of which are equipped with the new generation Stop & Start (e-HDi), the diesel range starts at 87 g/km of CO2, delivering fuel economy of 3.4 l /100 km and never exceeds 99 g!The 208 introduces a new range of 3-cylinder petrol engines, 1.0 and 1.2 l VTi, which are particularly efficient, with a range starting at 99 g/km of CO2, delivering 4.3 l /100 km.The 208 does not stop there. With 25% of “green materials” (recycled or of natural origin) making up its mass of polymers it enters a new era in terms of eco-design. As a world first, the rear bumper and the fan assembly are made entirely using these materials. This type of bumper alone will permit a saving in manufacturing of 1600 tonnes of fuel a year.
Regeneration of the driving experience
The 208 renews the driving experience, a key to the DNA of the Peugeot brand:
Thanks to the small steering wheel which provides new ergonomics, the driver experiences a completely new driving agility,
Thanks to a new level of engineering between comfort and road holding, the result of the historical expertise of the Marque in terms of suspension and the benefits from the compactness and reduced weight of the vehicle.
“The new instruments and controls contribute enormously to the driving sensation. When you enter the passenger compartment you immediately want to drive and take advantage of time in the 208.”
Gaëtan Demoulin, Vehicle Performance Manager