Peugeot 408 debuts in China
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26th April, 2010
- Unveiling of new brand identity in China
- 15 vehicles on show at Beijing including SR1 and ‘5 by Peugeot’ concepts
- Debut appearance of the new 408, more new models planned each year
In its 200th year, Peugeot is pushing forward with its ambitious plans to increase its global presence
and move up from 10th to 7th in the world rankings by 2012.
The 13th Beijing Motor Show sees an unprecedented Peugeot display for the Chinese market. As well as the
unveiling of the new brand identity and universal MOTION & EMOTION byline, a modern, innovative stand
hosts a 15-strong range of vehicles. Highlights of the show are the SR1 design statement concept and ‘5 by
Peugeot’ Hybrid4 large saloon concept, plus the brand new Chinese-built 408, which has already seen over
40,000 pre-orders.
The 408, a low, sleek notchback saloon, was designed and developed jointly by Peugeot's Styling teams in
Europe and China and meets three objectives, to embody the marque's modernity, offer maximum safety and
provide unrivalled interior space.
Produced in the Wuhan plant in China’s Hubei province with a full-year sales target of 100,000 units,
the new 408 gives Peugeot complete market coverage of the M1 segment, which represents over 50% of private
vehicle sales. It is expected to increase Peugeot’s sales volumes by almost 40% compared to 2009 and to
boost market share in China.
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Following on from 408, Peugeot plans to launch a new model each year in China, as well as rapidly
developing its Dong Feng Peugeot dealer network - currently with 295 sales outlets - in fast-growing cities,
underpinned by continual training and modern sales methods.
In other Peugeot news, a brand new manufacturing plant has opened at Kaluga, 180 km south-west of Moscow,
which will produce the Peugeot 308, followed by the 4007 for the burgeoning Russian market.
The plant, a joint venture between PSA Peugeot Citroën and Mitsubishi Motors Corporation, will be fully
operational in 2012 when it will produce 125,000 vehicles, split 85,000 mid-range sedan vehicles for Peugeot
and Citroën and 40,000 mid-range SUVs for Peugeot, Citroën and Mitsubishi.
Commenting on these global developments, Jon Goodman, MD Peugeot UK, said: “Just as Peugeot is
launching a number of excellent new cars to boost its share of the extremely competitive European market, we
are also making the most of the huge opportunities around the world. These will ensure Peugeot continues as
one of the world’s leading brands, bringing innovative, stylish, high quality vehicles to all major
markets”
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