Stellantis Korea will launch the ‘New Peugeot 408’ in the domestic market on the 23rd. The New 408, with its unique silhouette and design, marks a new beginning in the C-segment and actively targets the expressive, individuality-centric, and sophisticated MZ generation.
The New 408, dubbed a ‘Baby Sports Car’, boasts dynamic design, exceptional driving performance, versatility that combines the strengths of both sedans and SUVs, and the latest convenience and safety features, showcasing all the advantages of a premium vehicle.
With the launch of the New 408, Stellantis Korea plans to solidify its position in the Korean market. By introducing the ‘408’ lineup, which has not existed before, Peugeot aims to enhance its competitiveness in the highly competitive domestic C-segment market and expand customer choice.
Moreover, the New 408, with its modern attractive design that captures attention on the road and exceptional practicality and functionality, will actively approach the MZ generation, who do not fear showcasing their individuality and value their unique worth.
The New 408 adopts a new design that reflects the long history of the Peugeot brand and is distinct from previously seen automobiles. The fluid yet angular body lines and sculpted body design add uniqueness to the captivating design of the 408.
The front grill, which boasts a sleek and bold impression, harmonizes with the latest emblem in the shape of a lion’s head and incorporates radar functions used in the driving assistance system. The front clearly expresses Peugeot’s identity with daytime running lights that resemble lion fangs, a signature of the brand.
The new fastback style of the 408 is designed based on the EMP2 (Efficient Modular Platform) V3 platform, increasing rigidity compared to its predecessor. A low height of 1,485mm resembling a sedan creates a darting silhouette, while its contrasting ample length of 4,700mm and wheelbase of 2,790mm provide spacious interior space. The ‘cat’s ear’ at the back of the roof, a unique design element of the New 408 that replaces the roof spoiler, contributes to achieving a low drag coefficient of 0.28cd.
The exterior colors include the newly added stylish ‘Obsession Blue’ and ‘Titanium Grey’. The signature color, Obsession Blue, exhibits a captivating quality that changes appearance depending on the angle and saturation, while Titanium Grey provides a heavy, high-end feel.
The New 408 is designed to offer a comfortable driving experience with its interior and infotainment system. The cabin features a driver-focused layout with various technologies, allowing for a pleasant journey. The driver’s seat provides a low driving position, and the compact steering wheel captures the agile handling characteristic of sedans. Premium materials, such as the napa leather seats with stitched accents, are prominent throughout the interior.
The latest i-Cockpit, inspired by an aircraft cockpit, enhances the usability of compact D-cut steering wheel, head-up 3D cluster, and central touchscreen. The i-Connect infotainment system, featuring a 10-inch high-resolution screen, boasts excellent responsiveness and usability. Smartphone mirroring through Apple CarPlay and Google Android Auto allows users to enjoy apps from their devices interactively. Located below the central infotainment screen, the i-toggle display is arranged in a way that resembles an open book, offering another aesthetic touch. It allows for intuitive control of airflow, phone, media, and more, and can be customized according to the driver’s preferences.
The New 408 features ambient LED lighting in eight colors, emitting a soft glow and creating a sophisticated atmosphere. In addition, the GT trim offers a ‘Clean Cabin’ air purification system to maintain pleasant air quality inside the vehicle, and front seats with massage features for comfort during long drives. The long wheelbase and length provide ample rear seat space comparable to that of an SUV in the same segment. The trunk space can also expand from a standard 536 liters to a maximum of 1,611 liters when the rear seats are folded down, allowing for the transport of various items regardless of size. The second-row seats fold in a 60:40 split.
The New 408 comes equipped with advanced driver assistance systems based on the data collected by cameras and radar, offering a safer and more advanced driving experience. Features include adaptive cruise control with stop-and-go functionality, a driver attention alert system, traffic sign recognition, lane departure warning, front collision alert, blind-spot collision alert, front/rear parking assistance, and a rear camera as standard.
The GT trim provides a richer array of safety technologies. In addition to the base driver assistance systems, it adds lane-keeping assist for enhanced driver protection and full LED matrix headlights that optimize the beam angle for nighttime driving while not blinding other drivers. The auto high-beam headlamp control also adjusts the beam angle to suit traffic conditions, ensuring optimal illumination for the driver.
Powertrain options include a 1.2-liter PureTech engine combined with an 8-speed automatic transmission, generating a maximum of 131 horsepower and up to 23.5 kg·m of torque. Fuel efficiency is rated at 12.9 km per liter overall, with 11.5 km per liter in urban driving and 15.0 km per liter on highways.
The New 408 is launched in two trims, Allure and GT, based on convenience and safety features, with prices starting at 42,900,000 won for the Allure and 46,900,000 won for the GT.
Jake Aumann, president of Stellantis Korea, stated, “We are thrilled to be the first to launch the stylish New 408 in the Indo-Pacific region, particularly in Korea. This is a testament to Peugeot’s belief in Korea as a key market. We aim to offer customers something special and more than just a value proposition with this unique New 408, which breaks new ground in a previously unexplored market.”
Stellantis Korea is also offering customers purchasing the 2023 New 408 an extension of the existing warranty by an additional two years, totaling five years of warranty coverage, alongside a subsidy of 1 million won for fuel expenses.
Lee Sang-jin daedusj@autodiary.kr