17/09/2022
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Lion Experience 2021, Peugeot experience event ... Pre-exhibition of the new 308 and 508PSE

Group PSA Japan will hold Peugeot experience event, Peugeot Lion Experience 2021, starting from Roppongi Hills, Tokyo from September 2nd to 5th, Nagoya (September 11th to 12th, JR Gate Tower event) Space) and Osaka (September 18-19, Grand Front Osaka Knowledge Plaza). The new 308 and 508PSE, which will be unveiled in Japan for the first time, will also be exhibited at both venues.

Peugeot, which is doing well among Stellantis

In his opening remarks, Mr. Pontus Hegström, who will lead Groupe PSA Japan along with FCA Japan, said, "We have seven brands with unique characters that are equally creative and have a long history. “I am very excited to lead with the people of our 300+ dealer network.”

Stellatis' seven brands have sold more than 28,000 units from January to July this year. It recorded an increase of 42% year-on-year. "This is more than double the growth rate of net imported cars, and four times the growth rate of the entire passenger car market," he said.

Peugeot in particular is "the best-selling brand in the Stellantis portfolio in Japan," Pontas said. Peugeot sold 8,525 units this year, surpassing Jeep, and the cumulative sales up to July increased by 67% year-on-year, which is 3.5 times the growth rate of the net imported car market.

New logo is also a lion

Now, Peugeot has adopted a new brand logo. This event is also a showcase for that.

Since 1850, Peugeot has gone through 10 logo changes, all of them with a lion design. The logo "symbolizes the evolution of the Peugeot brand as it continues to adapt to new times, new needs and new trends," Pontas said. The predecessor logo, which has been in use since 2010, "had to be changed to embody the brand's transition to the upper market," he recalls. "Over the past decade, Peugeot has completely revised its model line-up and redesigned its logo this time to keep pace with their latest offerings, because Peugeot is a brand that reflects the spirit of the times." It says.

And the 11th logo this time is "cleaner, higher quality and more elegant. This new logo was created by Peugeot Design Lab, Peugeot's global brand design studio. The new logo is The new logo embodies the Peugeot of the past, the Peugeot of the present and the Peugeot of the future. With this coat of arms and a new visual identity, Peugeot is reinventing itself to always remain modern, or even hypermodern. ” and talks about the expectations put into the new logo.

According to Group PSA Japan Marketing Department Peugeot Brand Manager Hiroki Shimizu, "The key to growth is that each unique model has driven the brand. On the other hand, the environment surrounding the automobile industry is The scope of value provision is expanding beyond the framework of the past, such as responding to electrification, the rapid development and penetration of digital technology, the entry of other industries, and the rise of new business models.In this era, Peugeot is expanding. In order to survive as a brand, we believe that it is necessary to improve not only the product power but also the brand power, so we decided to explore a new stage of branding." Explain the background.

So Peugeot went back to its origins. Peugeot founder Armand Peugeot was curious and visionary, and at the 1889 Paris Exposition he unveiled the first car with a steam engine, the Type 1. After that, we developed the "Type 3" equipped with a gasoline engine and succeeded in mass production. Armand Peugeot's "creative, inventive passion and subjective thinking are Peugeot's DNA, and we believe that this is the attitude that is required in such a changing environment." It says. And Peugeot is an "inventive high-end generalist" that "provides customers with products and experiences with a sense of quality at an appropriate price, while providing added value that is unique and has a sense of Peugeot." We redefined our standing position as a brand under the word ”.

Obviously, Peugeot's new brand identity has been incorporated into many elements, including the store, in addition to the logo change. The key color has been changed from dark blue to black, and the typeface has also been renewed. "This new space concept will be rolled out to 77 dealers nationwide as the 'NEW LION EXPERIENCE' of Peugeot dealers," said Pontas.

Pontas quotes Peugeot brand CEO Linda Jackson as saying: “Peugeot is redefining its relationship with its customers. It is about transforming the time spent with Peugeot into quality time. It can be said that Peugeot will provide what can be said to be a high-quality experience,” he said, defining the direction of Peugeot.

◆ 508PSE exhibited against the background of participating in motor sports

At this event, there was also an announcement about motor sports. Group PSA Japan Marketing Director Thomas Birko said, “Peugeot has a long history in motorsports. was introduced.

In 2022, Peugeot will participate in WEC and the World Endurance Championship with "9X8". "Peugeot's neo-performance hybrid car equipped with a high power of 900 horsepower. It is a racing car developed by combining 30 years of motor sports experience and Peugeot's technology." In addition to participating in the World Endurance Championship, we also plan to participate in the 6-hour endurance event at Fuji Speedway in October."

This time, the 508PSE was exhibited after participating in such motor sports. Acceleration from 0 to 100 km/h takes 5.2 seconds,” emphasizing its high performance. Although it is a four-wheel drive plug-in hybrid with front and rear motors, it has low CO2 emissions of 46 grams per kilometer under the WLTP protocol.

Lower and longer 308

The other one on display this time is the 308, which is scheduled to be introduced next year. Group PSA Japan Marketing Department Product Planning Group Peugeot Product Manager Manabu Uemura said, "Hatchbacks may not be expected in the SUV boom. However, Peugeot's sales volume is increasing. Among them, the 308 series has played a major role with a high sales ratio of 20 to 30%, sometimes approaching 40%, of the entire Peugeot through the introduction of clean diesel and various product improvements. The fact that it is the first model to bear the name is also a sign of the high expectations that Peugeot has placed on it.”

Lion Experience 2021, Peugeot experience event... Pre-exhibition of the new 308 and 508PSE

The first attraction of the new 308 is "design," said Mr. Uemura. "When you look at the design of the 308, which has a strong impact, various words come to mind: sensual, sharp, classy, and dynamic." Above all, its presence is said to attract attention not only in hatchbacks, but even in a crowd of SUVs.

A new Peugeot emblem is placed in the center of the large front grille. "The presence is emphasized by the grille pattern that seems to converge toward this emblem, and the emblem uses a material that does not block ADAS radar waves. Behind the emblem, the ADAS radar is installed, so the license plate The position of the is lowered to the bottom and contributes to the front design."

When viewed from the side, the body and wheelbase are elongated, creating a relaxed silhouette and securing ample space for the rear seats. “The combination of a slightly lowered ride height and a smooth nose line visually lengthens the bonnet, creating an elegant and sporting aspect that is not found in hatchbacks.” "The simple and smooth parts and the overhanging front and rear fenders express a dynamic and powerful character," he said.

Compared to the current model, the body size of the 308 hatchback is 105mm longer and the front window is set about 100mm behind. The overall height has been lowered by 20mm, emphasizing the long nose silhouette. The wheelbase has also been extended by 55mm, increasing the rear leg space by about 30mm. The overall width is 1850mm (both figures before certification).

The station wagon 308SW will be introduced a little later than the hatchback. “The SW, which has a sales ratio of about 40% even in the current 308, is an important model for the new model,” said Mr. Uemura. The design is not a mediocre one like a stretched hatchback, but a dynamic and deeply sculpted exclusive rear design.The second spoiler that pursues aerodynamics, etc. emphasizes individuality and personality.

In terms of size, the overall length has been increased by 280mm, and the wheelbase has also been increased by 57mm. The load capacity is 608 liters in normal use.

◆ Renewed interior, OK Peugeot

In addition to its design, the 308 also features the new Peugeot Eye Cockpit and Peugeot's latest infotainment system called Peugeot Eye Connect.

The Peugeot Eye Cockpit is "the brand DNA itself. Generations have changed, functions have been enhanced, and modernized. Ergonomics, quality, design, and the new infotainment system, Peugeot Eye Connect. there is,” he says. A new lion is placed in the center of the small-diameter steering ring, ADAS switches are placed on the left side of the pad, and voice control and media operation switches are placed on the right side.

In addition, a 10-inch digital panel is mounted on the digital head-up display and meter cluster that can be seen from above the steering wheel, and the GT grade has a 3D display.

A new automatic selector has also been adopted for the center console.

A digital shortcut switch called "Eye Toggle" is installed on the underside of the large 10-inch touch screen placed in the center. It is set like an open book under the 10-inch touch screen, offering a unique design and practicality.It sets the driver's favorite shortcut menu such as air conditioner, telephone, audio, application, ADAS, etc. can be freely changed."

And there are three major features and functions in iConnect. First, the user experience-focused function called the UX cockpit "creates a usage environment similar to that of smartphones and tablets." Next, ``Multitasking personalization can customize and profile all of the digital meters, touch screens, and eye toggles according to the driver's preferences.'' And the third is "Connectivity and voice control function, advanced grade is equipped with connected navigation and voice control function starting with 'OK Peugeot'".

Safety equipment and ADAS also include a blind spot monitor long range that detects vehicles behind about 70 meters away, a rear cross traffic alert, hands-off detection that detects the driving situation of the driver, and four cameras in the front and back. Equipped with a 360-degree vision that clearly captures left, right, and overhead images.

In addition, Peugeot's first matrix LED headlights are ultra-thin at about 7 cm, and not only the design but also the function that the LED module automatically fine-tunes the illumination and angle to various usage scenes and supports driving. I have.

About the planned powertrain Mr. Uemura said, "Based on the powertrain strategy and power of choice, we have prepared three powertrains. All of them are proud power sources that combine driving pleasure and environmental performance." A 1.2-liter pure tech gasoline engine that is mainly installed in the entry grade. A 1.5-liter clean diesel engine that boasts a high sales ratio of nearly 70%. And it is a plug-in hybrid based on the newly adopted 1.6 liter gasoline. All models will be paired with an 8-speed automatic transmission, and he explained that "all models are undergoing final adjustments to obtain eco-car tax exemptions."

Lastly, according to Mr. Uemura, the rough schedule of introduction, "Hatchback is scheduled to be announced in the first quarter of next year, and SW is scheduled to be introduced after the second quarter."

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