Peugeot takes aim at Mondeo with updated 508 lineup

Wed, 18 Jun 2014

Peugeot might not loom large on our radar screen since it doesn't market in North America, but overseas (and counted together with its Citroën brand), the French automaker is a big player – the eighth largest in the world, in fact, ahead of Suzuki, Mazda, Mercedes, BMW and (crucially) its cross-town rival Renault.

The 508 is one of Peugeot's most vital products, positioned against (but selling in fewer numbers than) the Volkswagen Passat, Opel Insignia, Ford Mondeo and Skoda Superb. Naturally the company is keen to take on these major players (and further extend its lead over the likes of the Mazda6 and Toyota Avensis) in the European market and abroad, and to that end has revealed the revised model line you see here.

Available in sedan, wagon and RX soft-roader body-styles, the new 508 benefits from reshaped front- and rear-end styling with a new grille, lights and re-sculpted hood, bringing it more in line with the styling of the latest 308 hatchback. The more refined and upscale interior has been upgraded as well with new equipment including a seven-inch touchscreen, head-up display and blind-spot monitoring system.

A new array of engines is on offer, including a 1.6-liter turbo four with 165 horsepower and (what's sure to be the more popular choice in Europe, though not in China) a 2.0-liter turbodiesel with either 148 or 178 hp. There's even an all-wheel-drive hybrid powertrain available on sedan and high-riding wagon.

The new 508 is set to debut at auto shows in Moscow and Chengdu, but if your travel plans aren't putting you in Russia or China in August, you can scope out the details in the press release below and the images in the gallery above for a closer look.

New PEUGEOT 508: A mark of character

PEUGEOT today presents in London a major evolution of its grand tourer in the D segment, allowing the new PEUGEOT 508 to express the brand's move up-market. So the new PEUGEOT 508 bears the new grille, emblematic of the brand's future models, and is fitted with new equipment such as the touch screen, reversing camera and blind spot sensors. It also benefits from economical and efficient Euro 6 power units, such as the 2.0 litre BlueHDi 150 6-speed manual that, with CO2 emissions of just 105g per km, is the best offering in the segment for this level of engine power. Presented to the public in August simultaneously at the forthcoming Moscow and Chengdu Motor Shows, then at the Paris Motor Show, sales in Europe will start in September 2014. With the unveiling of the new PEUGEOT 508, PEUGEOT affirms its commitment the D segment.

Presented at the 2010 Paris Motor Show, the PEUGEOT 508 started its sales career in early 2011, confirming the brand's presence in the grand tourer segment, a presence not interrupted for several decades. Available initially as a sedan or estate, a third resolutely innovative version arrived to expand the range a year later. Adopting the HYbrid4 technology as standard, also available on the sedan, the PEUGEOT 508 RXH is a vehicle in a class of its own: its all road stance, its versatility in use and its environmental performance remain unique in the automobile world.

Topping the PEUGEOT's new "8" range, which now becomes the youngest in its history, the PEUGEOT 508 embodies the brand's ambitions regarding its move up-market, its demanding level of quality and the enhancement of its image throughout the world. Built in France and in China, a total of almost 370, 000 units have been sold since launch. And China, which since 2013 has become the biggest market for the PEUGEOT 508, now represents 36 % of sales.

The new PEUGEOT 508 reinforces the qualities recognised at the launch of the vehicle, whether in styling, the breadth and modernity of its equipment, or its dynamic performance.

A more assertive exterior style for more character

The previous styling of the PEUGEOT 508, inspired, full of elegance, was already evocative of a robust vehicle with irreproachable build quality. PEUGEOT's designers built on these qualities to produce a vehicle with even more technology, force and character.

The new grille is an essential element of the PEUGEOT 508's style. More vertical and from now on including the PEUGEOT Lion at its centre, it is a clear nod to its illustrious predecessors in the 5 series. It also allows the new PEUGEOT 508 to introduce a corporate style at the front that is more self-assured and endowing greater status, which will be deployed on the brand's future models.

The front of the vehicle is also characterised by the front lamps - headlamps, daytime running lamps, direction indicators, front foglamps - highly technological 100 % LED. The visual signature – a comma on the sedan and the SW, claws on the RXH - assured by the daytime running lamps built into the bumper as standard, clearly identifies and is emblematic of the charisma of the new PEUGEOT 508. As regards the headlamps, their small size and highly structured lenses accentuate the distinctive and technological aspect of the vehicle.

The bonnet has been redesigned to make it more horizontal, firmly placing the three versions in the world of top of the range vehicles, on the sedan improving the balance between front and rear.

Still on the sedan, the rear end is more structured, with a redesigned rear bumper which is distinct from the boot while enhancing its protective function.

The rear lamps on the sedan have also been redesigned to make them more horizontal than previously, whether viewed from the side or from directly behind. The opalescent red handling of the three claws visual signature delivers a strongly identifying and technological effect.

Higher technology content for greater modernity

The interior has changed as well. The dashboard now includes a 7 inch touch screen grouping together in an intuitive way most of the vehicles functionalities. As a result, the central panel now has fewer buttons while the centre console includes a new closed storage box.

Positioned in front of the driver, the rich and ultra complete instrument panel makes reference to precision watch making. It is backed up by the Head-Up Display of driving and navigation information in colour, viewed in a retractable smoked blade.

The quality of materials used, whether for finishers or trim cloth, the quality of the equipment and the care taken with finish immediately place the interior of the new PEUGEOT 508 in a top of the range world that is modern and refined, while not ostentatious.

This high value automobile world marries nobility and technology with the presence of numerous systems for comfort and safety. Examples are Keyless Entry and Starting, the automatic electric parking brake, automatic headlamp dipping, quad-zone automatic air conditioning, JBL badged Hi-Fi ... To this list of equipment can be added two new systems: Blind Sport Sensors and the reversing camera, providing a colour image in the touch screen.

The new PEUGEOT 508 also benefits from extended connectivity. Based on mobile internet technology, it has available a new generation of connected services: PEUGEOT Connect Apps. Thanks to the ergonomics of the touch screen, the applications developed are easy to access and their use is intuitive. The driver is provided with practical information in real time, facilitating everyday driving: free parking spaces nearby, fuel prices at filling stations in the vicinity, traffic information, weather, tourist information from the Michelin Guide or TripAdvisor, contacts, as well as the Coyote application (available according to country).

Enhanced driving pleasure for more dynamism and efficiency

As regards suspension, fortunately one finds the components that make the PEUGEOT 508 so agreeable and safe to drive. With double wishbone, decoupled hub front suspension (on the more powerful Diesel versions) or pseudo MacPherson on other versions, and its multi-link rear suspension, the new PEUGEOT 508 continues to offer a remarkable compromise between ride comfort and road holding.

As regards power units, the range offers petrol and Diesel engines of the latest generation.

For petrol, the new PEUGEOT 508 introduces a new Euro 6 engine : the 1.6 litre THP 165 S&S, associated with a six-speed manual gearbox or fitted with the new EAT6 six-speed automatic gearbox. Replacing the Euro 5 1.6 litre THP 156, this new 165 hp engine allows reduced CO2 emissions from 129 g/km (6-speed manual) whereas they were 144 g/km at best on the previous generation.

For Diesel, the BlueHDi technology is generalised from the launch of the new PEUGEOT 508.

So the 2.0 litre BlueHDi 150 6-speed manual, which has CO2 emissions of just 105 g/km for both sedan and SW, making it the best offering in the segment for this level of engine power. Similarly, the new 2.0 litre BlueHDi 180 EAT6 sedan version has been type approved with CO2 emissions of 111 g/km, constituting one of the best compromises between power and fuel consumption in the segment.

As for the HYbrid4 technology, which so far remains a unique proposition in the segment, it is of course carried over to the sedan and the RXH. As a result of its extended availability on the PEUGEOT 3008, 508 and 508 RXH, the brand can claim 2nd place in the sale of hybrid vehicles in Europe. The 163 hp 2.0 litre HDi Diesel engine and the 37 hp electric motor coupled to the rear wheels operate either alternately or together, in a way that is transparent for the user. The four

selectable driving modes (ZEV, 4WD, Sport and Auto) provide the driver with exceptional ease of use and driving experience. And great economy is achieved: type approved with CO2 emissions of 85 g/km, and with combined fuel consumption of 3.3 l/100km (85.6 mpg), the PEUGEOT 508 HYbrid4 has the best CO2 emissions and fuel consumption figures in its segment.

The new PEUGEOT 508 is produced at Rennes for the European market, and at Wuhan for China. Launches will start in Europe from 10 September 2014, while the new PEUGEOT 508 will be launched in China from January 2015.

"Back in the race": a return to profitable growth

2014 will be a rebound year for the PEUGEOT brand with the goal of rapid return to profitable growth.

Global sales of the brand at the end of May 2014 were up 5.4% to 683,000 units. Two regions stand out in particular: Europe and Asia.

In Europe (30 countries), the brand sales totaled 407,000 vehicles, representing an increase of almost 14%, or twice the market growth. This growth takes place within the most profitable market segment, in that of the retail market, in which the brand gained almost 1% market share in the first five months of the year.

The brand benefited from the success of its latest launches, especially the 2008 crossover which exceeded 150,000 sales and the new 308 which has already reached 100,000 sales, with the SW version launched in April already off to a fast start.

In France, due to the success of 208, 2008, 308, 3008 and 508 at the top of their respective segments, the brand is in May, leader of the passenger car market with a market share of 18% (+ 0, 6 points), but also the number one brand with the most profitable distribution channel – in that of the retail sector. In the first five months of 2014, the PEUGEOT's registrations in France also grew in both volumes (+8.8%) and market share (17.2% or 0.9 points).

PEUGEOT sales in China experienced a strong increase of 28%, which corresponds to twice that of the market growth for the first five months of the year. In May, shipments reached a record of 34,000 units, an increase of 47% compared to May 2013.

This important volume growth for PEUGEOT in Europe and Asia bodes well for the launch of the new PEUGEOT 508, as Europe and Asia will be its two main markets.

By Noah Joseph