PEUGEOT launches the DongFeng Peugeot 508 in China and accelerates its growth in the world’s biggest car market.
PEUGEOT is taking the opportunity of the Guangzhou Motor Show, held at the large city in the south of China, to present the new PEUGEOT 508 to the public. Sales of the new PEUGEOT 508 will start in January 2015, together with the restyled Dongfeng Peugeot 3008, a model that has been a success since its launch.
A few days previously on 16 November at Shenzhen, PEUGEOT officially unveiled the DongFeng Peugeot 508 on board the aircraft carrier Minsk, at an event that brought together more than 200 guests from the Chinese press.
With the launch of the Dongfeng Peugeot 508, built at the Wuhan plant (a DPCA - province of Hubei joint venture), Peugeot expands its range with a stronger presence in the strategic D segment, that of large touring cars, in which PEUGEOT has been present at an international level for several decades.
With this new model PEUGEOT means to continue the rapid acceleration of its sales in China. With more than 314,000 units sold to the end of October 2014, PEUGEOT’s sales have grown by 41%, nearly four times the growth in the market (+11%).
Launch of the PEUGEOT 508 in China.
The Dongfeng Peugeot 508 will be officially launched on 9 January 2015 during the Beijing Brand Night.
The new Dongfeng Peugeot 508 benefits from major changes, in its styling, its technological content and its new engines. With these changes, the grand tourer embodies more than ever the expression of the brand’s move up-market. The new PEUGEOT 508 wears a new grille, emblematic of the brand’s future models, and is fitted with new systems, such as the touch screen, reversing camera and blind spot sensors.
It also benefits from “T + STT” engines (THP engine + Stop & Start), resulting from Dongfeng Peugeot’s e-power strategy, making it an efficient, economical and environmentally-friendly grand tourer. This strategy will be progressively extended to the whole range.
In this way, the new PEUGEOT 508 builds on its recognised qualities: in its styling, the breadth and modernity of its equipment, as well as in its dynamic performance.
From the first year of sales, Dongfeng Peugeot forecasts sales of 40, 000 units for the 508, to meet demand from the market.
With this new launch, DongFeng Peugeot now has the most diverse range ever offered by the brand, to feed its ambitions for growth.
PEUGEOT at the Guangzhou Motor Show
The DongFeng Peugeot brand is creating a sensation at the show once again this year, with an 1190 sq m stand presenting 10 cars. DongFeng Peugeot is exhibiting the widest range in its history in China. An expression of French allure with a complete range of vehicles - a regenerated range following the example of the range for Europe. A range composed entirely of “8” models and now the youngest range in the brand’s history, with an average age of just 3 years: New 3008, 308S two-box version, New 508, New 408, 2008, 301 and the imported 308 CC and 4008.
The latest technology employed for Dongfeng Peugeot’s e-power strategy and fitted on the 3008, the new 508 and the 308S, make these the headline models at the show this year.
With the inclusion of seven new systems (Stop & Start, panoramic electric sunroof, 7-inch HD touch screen, colour head-up display, an active tyre pressure monitoring system, electric front passenger’s seat, aluminium roof bars) the 3008 has undergone an unprecedented technological metamorphosis, allowing it to strengthen its position and image in the market to become the most popular crossover in China.
PEUGEOT 308S : Supreme, Sport & Smart.
The Dongfeng Peugeot 308S, which can be seen in the film “ LUCY” by the French director Luc Besson, a huge success at the box-office, is also being unveiled at the Guangzhou Motor Show. The Peugeot 308S will be the sporty model in the range, with the “S” designation standing for “ Supreme, Sport and Smart”.
The launch of this new model in China will revolutionise attitudes and in a positive way, overturn the driving habits of Chinese customers, who have been used to just three-box body styles previously.
The 308S is fitted with Stop & Start, allowing fuel consumption to be reduced by 15%. The "T + STT” fitment perfectly matches the demand from customers with its balance of high power and low fuel consumption. The 308S range will include 3 high performance engines: 1.6 THP, 1.2 THP, and an NA 1.6 CVVT engine. With these engines, the new 308S will offer performance combined with economical and ecological operation.
Ambitious objective in China for the period 2015 - 2016
China has become more than ever a strategic market for the Peugeot brand. Unprecedented growth is anticipated for the brand, with the excellent performance of its “8” range.
By 2015, Peugeot will have a network of 530 dealers operating to the brands highest standards, giving it geographic cover of 85% of the Chinese territory (compared to 81,5% today) and is setting an annual sales target of 450,000 units, 20% time higher than the volumes achieved in 2014.