Is Peugeot’s dark age coming to an end? Peugeot has seen three consecutive months of rising sales with the launch of the new crossover, the 408, released this spring. The reputation of the 408 is beginning to shine among customers who prioritize efficiency.
The Korea Automobile Importers & Distributors Association reported that Peugeot’s sales in the first half of the year totaled 811 units, a 16.4% decline from 970 units during the same period last year. However, examining the monthly detailed sales figures tells a different story. In June, sales rose to 223 units, a 30.4% increase from the previous month’s 171 units, largely thanks to the introduction of the 408 crossover model.
The Peugeot 408 is a crossover model that combines the advantages of an SUV and a sedan, featuring dynamic design, ample space, and a 1.2-liter PureTech gasoline powertrain. In a time of economic downturn where income is decreasing, consumers are seeking a good car that is efficient and has low maintenance costs, leading to the growing popularity of the 408. It is seen as an ideal choice for first-time import car buyers.
Before the 408 was delivered, Peugeot’s sales in April were only 111 units, a significant 33% drop from 166 units last year. However, after deliveries of the 408 began, sales climbed to 171 units in May and 223 units in June. Additionally, the 408 itself saw an increase from 25 units in May to 103 units in June, representing a staggering 312% jump compared to the previous month.
Stellantis emphasized that “the introduction of the 408 has led to an increase in younger 2030 MZ-generation customers who value reasonable consumption.” They also noted that “the explosive popularity of the 408 has led to a growing number of waiting customers and more shipments are currently on the way,” pledging that they would work to increase the supply further.
Lee Sang-jin daedusj@autodiary.kr