The customer base for the Peugeot 408 is shifting from the 30s-40s demographic to those in their 20s-30s. This change is attributed to its amazing value starting at 42.9 million KRW.

Stellantis Korea reported that the proportion of customers in their 20s-30s purchasing the Peugeot 408 is quite high. The 408 is a crossover model that combines the advantages of both an SUV and a sedan, measuring 4,700 x 1,850 x 1,485 mm in the C-segment class. With a wheelbase of 2,700 mm, the rear seat offers ample space, allowing for more than two fists of room in front of the knees when seated. The relatively low center tunnel, at finger height, makes it comfortable to sit in the center of the second row as well.

Thanks to its longer wheelbase compared to the previous model, it boasts a cargo capacity of 536 liters, which can be expanded to a maximum of 1,611 liters when the rear seats are folded down. With the advantages of an SUV, it easily accommodates larger items and is suitable for camping.

The downsized engine, a 1.2-liter inline-4 gasoline engine, is paired with an 8-speed automatic transmission, delivering a maximum output of 131 horsepower and a peak torque of 23.5 kg.m. It boasts a combined fuel efficiency of 12.9 km per liter, showcasing optimal efficiency while maintaining adequate performance.

The driving assist system includes adaptive cruise control and lane-keeping assistance, reducing driver fatigue during congested city driving.

The price for the 408 Allure is 42.9 million KRW, while the 408 GT is priced at 46.9 million KRW. Compared to domestic and imported cars in the same class, this pricing remains competitive. As word of mouth spreads regarding the 408’s value for money, the purchase proportion among the 20s-30s MZ generation is on the rise.

The launch of the 408 has also invigorated showrooms. While Stellantis Korea has not provided exact figures, they emphasized that after the 408’s release, the proportion of purchases from the 20s-30s age group has increased, highlighting the appeal of the product to young consumers.

As of May this year, Peugeot recorded sales of 588 units, a decrease of 30% compared to 846 units sold during the same period last year. The industry is closely watching whether the 408 will become a savior for Peugeot, which has been facing challenges.

By Lee Sang-jin, daedusj@autodiary.kr