The first units of the new Peugeot 2008 have left the production line at the Stellantis manufacturing plant in Gurun, Kedah. The production is meant for the Malaysian market as well as for export to neighbouring countries. Sales will start in Thailand this month and there will also be lefthand drive versions produced for markets such as the Philippines.
“Built in ASEAN for ASEAN, we’re proud to announce that the first locally-produced new Peugeot 2008 vehicles will be on their way to customers in Southeast Asia in the coming months,” said Christophe Musy, Senior Vice-President, ASEAN & General Distributors at Stellantis.
“This is an important step in our plan to enlarge the Stellantis manufacturing footprint in the region and the first example of our ambition to expand the portfolio of Stellantis vehicles built in Southeast Asia,” said Mr. Musy.
The 2008 comes with Full LED Headlights, Peugeot’s signature 3-claws Light, the new Peugeot i-Cockpit 3D, 3D Quartz Cluster and 7-inch HD Touchscreen with Toggle Switches. It also has the latest Advanced Driver Assistance Systems (ADAS) that include Automatic Emergency Braking, Driver Attention Assist 3, and Active Blind Spot Detection + Lane Keep Assist.
Peugeot engineers have done extensive endurance and quality testing in local conditions, with up to 200,000 kms around Malaysia in the diverse local climate and environmental landscape to ensure it is suited for Southeast Asian conditions.
New Peugeot 2008.
Despite forced closure of the plant for an extended period (due to government actions to fight the pandemic), the Stellantis manufacturing team in Malaysia was able to keep to production timelines. By utilizing dynamic online tools and methodologies, they virtually collaborated with colleagues in China and Europe.
“What we’ve been able to achieve at the Gurun plant in Malaysia over the past few months is a great achievement, and we are now focused on continuing the momentum to keep up with the increased customer demand for locally-manufactured Peugeot vehicles in the region,” said Mr. Musy.
Besides the 2008, the plant in Gurun also assembles the latest Peugeot 3008 and 5008.
Stellantis (a merger between the Fiat Chrysler Automobiles and the French PSA Group) acquired the NAZA Automotive Manufacturing Sdn. Bhd. plant in October this year. Over 170 employees have returned to work and the company is working with more than 50 local suppliers with production ramping up for the remainder of 2021 to meet local demand. The plant assembles the 3008 and 5008, besides the 2008.
To know more about Peugeot models and aftersales services in Malaysia, visit www.peugeot.com.my. Peugeot owners in Malaysia are urged to provide their contact details to Bermaz Auto Alliance Sdn Bhd which is the new distributor for the brand.
In the 1970s, a company called Asia Motor was the first distributor of Mazda and Peugeot cars in Malaysia. It handled the two brands (and even assembled some models at its own plant) until the late 1980s when other companies took over each brand. Then in the early 2000s, both brands somehow ended up being taken on by the same company – Cycle & Carriage – which sold their cars till 2008. Mazda was then taken up by Bermaz while Peugeot went to Nasim Motors.
An advertisement from the 1970s when a company called Asia Motor sold both Peugeot and Mazda cars.
Now, history seems to be repeating itself as the Mazda and Peugeot brands are again being handled by the same company or rather, the same group. Late last year, Bermaz formed a new joint venture company with Berjaya Corporation known as Berjaya Auto Alliance Sdn Bhd (BAASB) which was appointed to the new role of Peugeot distributor. The BAASB name has since changed to Bermaz Auto Alliance Sdn Bhd and the company which imports the vehicles is Mega Galeri Sdn Bhd. While BAASB and Bermaz Motor are separate companies, the core people are the same and they are veterans in the auto industry.
Following its appointment, BAASB was busy setting up the new business which was interrupted by the pandemic and long lockdown period, delaying some plans. But since mid-August when the government began to relax restrictions and businesses could operate again, BAASB has been busy preparing to launch new models.
Meanwhile, in January this year, Peugeot’s parent company, Groupe PSA, had merged with the FCA Group (which has Chrysler and a number of Italian brands) to form Stellantis. While this did not really affect BAASB, it did see the change of ownership of the plant in Kedah which was originally bought over from the NAZA Group by Groupe PSA. The intention was to use the plant as a regional hub for Peugeot models and this was already underway.
Peugeot 5008Peugeot 3008
2008 to join locally-assembled range
Currently, three models are being assembled at the plant – the 3008, 5008 and 2008, the latter to be launched in the near future. With no more restrictions on gatherings and crossing borders, BAASB wasted no time organizing a media event to introduce themselves, the Stellantis people and the new 3008 and 5008 with a quick drive to Genting Highlands and back.
Both the SUVs are not new to the market, the 3008 having been introduced in second generation form in 2017, and the 5008 in 2018. However, they have received updates since their original introductions which adopt the latest design language of the carmaker. While the overall styling is unchanged, the notable differences can be seen in the front end. The grille is new with a large mass of textured elements and no frame.
The Peugeot Lion is also new and unlike previous ones, only its head is now shown (for corporate materials but the full body remains on the products). This is 11th time since the 1850s (although the original company was founded in 1810) that the brand identity and logo have been changed and the recreated emblem is said to ‘a shift in stance; a new state of mind, and a new lifestyle’. Above the Lion, on the edge of the bonnet, is the model identifier.
As their first digit indicates, the 3008 and 5008 are positioned at different levels in the market with the ‘double 00’ used for models that have a taller body structure, which means SUVs and crossovers. Comparing the two, the 3008 has a sleeker profile with bold lines whereas the 5008, being a 7-seater, is essentially an MPV but can also pass as a SUV. Both cars certainly have a premium appearance which is not unexpected of European brands.
Same engine for both models
To simplify production, both models use the same engine (for now at least) which is the same 1.6-litre THP 4-cylinder unit that came with the original introduction. Power output is 167 ps with 240 Nm of torque and the 6-speed automatic transmission is also the same one supplied by Aisin. To optimize grip on different surfaces, there are 5 modes which the driver can choose using a rotary dial.
Known as Advanced Grip Control, the system has been available in some Peugeot models since 2013 and adjusts the grip and torque to the front wheels. It helps most on very slippery surfaces when there is a need to be more sensitive with the throttle and a computer can do that better than a human foot. In most cases, drivers can probably leave it in standard mode which will be fine for most conditions.
Peugeot i-Cockpit
The highlight of the interior which Peugeot usually starts off with is the i-Cockpit. First introduced in 2012, this dashboard concept has evolved over the years and in the 3008 and 5008, it has been fully digitized. Peugeot calls the 12.3-inch digi-graphic instrument panel a ‘head-up instrument panel’ which might have people looking for the head-up display (HUD) on the windscreen ahead. However, what Peugeot’s designers have done is to position the panel in such a way that it allows the driver to keep his head up to watch the road ahead as well as still see the information on the panel.
An important contributor to the effectiveness of this arrangement is the steering wheel which is compact and flat at the top and bottom (looks like something from a racing car). It allows a clear view of the display and though compact, there is surprising ease of maneuverability. With the arms no longer needing to be so open and wide to hold the steering wheel, the actual amount of movement during maneuvers is reduced. Incidentally, for the 5008, there are also paddle shifters.
The third element of the i-Cockpit is a display in the middle of the dashboard. Resembling a tablet, this has a high-resolution full colour screen which is now 10 inches instead of 8 inches wide. It provides supplementary information and can be accessed either by touching the screen or by using the row of ‘piano keys’ below.
Connectivity is extensive with conventional cable ports, Bluetooth and Apple CarPlay/Android Auto compatibility (for Android Auto, a cable is needed and, of course, the app installed in the smartphone). Those who have the latest smartphones with wireless charging will also be pleased to find that there is a wireless charging pad added to the vehicles.
Comprehensive equipment list
With the Mazda range, the Bermaz team has always made it a point to offer the most comprehensive equipment level possible to give the best value for money. The same thinking seems to have gone into the 3008 and 5008 (available only in one version) as standard equipment includes a panoramic sunroof, handsfree powered tailgate, power adjustments for the front seats, leather upholstery, and dual zone air-conditioning.
The differences in overall length – 4670 mm for the 5008 and 4510 mm for the 3008 – are indicative of the different occupant capacity. In the case of the longer model, there is a third row of two seats which can be folded flat when not needed. While being flat when not in use is good, it does not mean that the seat is sitting right down on the boot floor with limited legroom.
The extra length of the 5008 gives it a minimum of 952 litres of boot volume, 361 litres more than the 3008. At maximum volume with the rear seats folded down, the 3008’s volume can go up to 1,670 litres while the 5008 has an expansive 2,042 litres.
As for safety, both models have been rated the maximum of 5 stars by EuroNCAP and should certainly be able to achieve the same if assessed by ASEAN NCAP. There are extensive active and passive safety systems which assist the driver but no integrated system which we are seeing in many other cars these days.
BRIEF DRIVING EXPERIENCES
We had a chance to try both models driving Genting Highlands and back to the BAASB headquarters at Glenmarie, Selangor. Although it’s been a while since being behind the wheel of these French cars, there was still a familiarity in feel that Peugeots uniquely have. It’s a feeling of stability and supple ride that you do not expect of a car that also handles well. A Peugeot engineer once suggested that it’s long experience in suspension tuning that has achieved that and something to do with damper valving.
The driving dynamics are competent and confidence-inspiring with a solid feel at all speeds. The THP engine delivers strong midrange which made for easy overtaking and the transmission’s operation was fairly unobtrusive. Between the 3008 and 5008, the smaller model felt nicer to drive with less roll and a bit more nimbleness. This could be largely due to the 100+ kg difference in weight more than the body size.
But unlike older Peugeots (and older cars in general), today’s new generation of cars have a lot of electronic systems and because electronics do not take up much space, many more features are crammed in. To use them, you need to spend a little while figuring out which button to press or how to bring up the menu on the screen.
It can be daunting at first and European manufacturers have different control approaches to the Japanese. So if you are switching from a Japanese model to a Peugeot, be prepared to have to relearn many things! But having said that, once you become familiar with all the controls, then they make driving more convenient.
The i-Cockpit layout – specifically the instrument panel – is ergonomically sound in concept but also needs a bit of getting used to as it is located differently from conventional instrument panels. The display can be configured from minimal to maximum information, depending on your preference.
One thing that is disconcerting is the tachometer and this has been the case since the first i-Cockpit. The sweep of the pointer does not follow convention, ie from left to right. Instead, for some sort of visual symmetry, it sweeps from right to left. In the early versions with traditional meter displays, it was sometimes disturbing to see the pointer somewhere at the 2 o’clock position which would usually mean you are running at high revs but actually, the revs are around 3,000 rpm.
With the latest graphic display, this is less disturbing because the calibrations are not show entirely and only a small segment before and after are shown. But as mentioned earlier, it’s a matter of getting used to this difference and after a while, an owner will be okay. For us who spend only a couple of hours with the car, that familiarity is not always achieved.
It’s the same as having signal stalks on the left side or right side and getting into a car where it is on the opposite side to what you are used to. You keep activating the wipers and curse a lot for a while but after a week or so, you no longer have that problem.
Want to buy one?
Both models are offered with a choice of three common colours (Amazonite Grey, Pearl White and Nera Black) and Cuprite Brown exclusively for the 3008, with Emerald Crystal only for the 5008. Pricing starts from RM161,616.66 for the 3008 and RM177,311.90 for 5008 without insurance. As they are both assembled in Malaysia, the government is exempting the full amount of sales tax until June 30, 2022 so you save some money.
For those who are wondering about aftersales service, we feel sure that the BAASB team will certainly be making sure that it is of the high quality appropriate to the brand. They’re giving free maintenance for the first 3 years (or maximum of 60,000 kms) as well as a 5-year warranty or maximum of 100,000 kms.
Information on showroom locations can be found at www.peugeot.com.my and if you are already owning a Peugeot, BAASB would really like to get your contact details. This will enable them to keep in touch with you and provide the aftersales support, especially if there are any technical updates available for your car.
NAZA Automotive Manufacturing, the assembly plant previously set up by the NAZA Group and then taken over by the Groupe PSA has now been acquired by Stellantis, the new company created out of the merger between the French Groupe PSA and the FCA Group in January this year. Stellantis obtained full ownership of the 17-year old plant, located in Gurun, Kedah, at the end of October.
The completed acquisition marks a significant milestone for Stellantis in southeast Asia as it has plans to invest and expand its footprint as part of a localisation strategy. “We have an ambitious growth strategy that will enable us to build on the existing production outputs in Gurun, as well as extend the breadth of brands and models within the Stellantis portfolio built in ASEAN for ASEAN. This is a very exciting proposition,” said Christophe Musy, Stellantis’ Senior Vice-President, ASEAN & General Distributors.
File photo of NAM in 2015.
“Stellantis is deeply committed to growing our presence in ASEAN, and taking full ownership and responsibility of the plant in Gurun, Kedah is a very important step towards strengthening our operations, production outputs and workforce in the region,” he added.
Updated versions of the Peugeot 3008 and 5008 are now rolling out after operations resumed recently. The SUVs are for the Malaysian market as well as for export to neighbouring countries.
Operations at the plant were suspended for over 2 months as part of the government’s effort to fight the COVID-19 pandemic, and have resumed recently. Assembly of the updated Peugeot 3008 and 5008 have been rolling out at pre-pandemic production rates, with volumes now ramping up for the remainder of 2021.
Both models are supplied to Malaysia, Thailand, the Philippines and other ASEAN markets. In the near future, the locally-assembled range will be joined by the 2008, Mr. Musy revealed. He added that, in Malaysia, they are now working with their new sold distributor, Berjaya Auto Alliance Sdn Bhd (BAASB), which was appointed last December.
The next Peugeot model to be assembled in Malaysia will be the new 2008.
“We are focused on our mission to achieve world-class manufacturing in Gurun, to build high-quality, Malaysian-produced vehicles for southeast Asia. We are working closely with our partners to increase plant capacity by almost 40% to meet demand and this, combined with our strong product plan and determination to achieve the highest standards in quality and safety, has set us up for great success in Malaysia,” he said.
Peugeot, which won the Le Mans 24 Hours in 1992 and 1993 as well as in 2009, will return next year to the World Endurance Championship (WEC) with its new-generation hypercar, the 9X8. Now under development, the 9X8 showcases Peugeot’s Neo-Performance strategy which combines technology and sportiness in both the carmaker’s road and racing cars.
A project between Peugeot Sport and Peugeot Design, the 9X8 is a direct successor of the Peugeot 905. The designers worked closely with engineers to explore new aerodynamic solutions and styling ideas. Greater flexibility, allowed by the WEC’s new technical rules regarding aerodynamics, permits new thinking that favours the emergence of innovative cars, allowing for new creative processes and a break away from established procedures to produce a hypercar for a completely new era.
What ‘9X8’ means
‘9X8’, the designation, is derived from a combination of the brand’s motorsport heritage and vision for the future. The ‘9’ continues the series used by Peugeot on its previous endurance racing cars. The ‘X’ refers to the all-wheel drive technology and hybrid powertrain. The ‘8’ is common across all of Peugeot’s current models – from the 208 and 2008 to the 308, 3008, 508 and 5008.
The 9X8’s front and rear lighting signatures, which take the form of three claw-like strokes, are familiar Peugeot trademarks, while the brand’s new lion’s head logo features at the front and on the sides of the car. “Since the 9X8 is a Peugeot, the original sketch that steered our work portrayed a big cat ready to pounce, a stance which we have suggested by the slightly forward-tilting cockpit. The overall lines of the Peugeot 9X8 express the brand’s styling cues, while its sleek, racy, elegant forms inspire emotion and dynamism,” explained Peugeot’s Design Director, Matthias Hossann.
No rear wing necessary
The finely-chiselled details of the rear-end design includes the quip ‘We didn’t want a rear wing’ above a wide diffuser. Rear wings were first seen at the Le Mans 24 Hours on the Chaparral 2F which contested the race in 1967, meaning this is the first time their use has been questioned in more than half a century. The 9X8’s innovative rear stems from research carried out by Peugeot Sport’s engineering team as they worked to ensure the model was as aerodynamic as possible, whilst maintaining an eye-catching style.
“The absence of a rear wing on the Peugeot 9X8 is a major innovative step. We have achieved a degree of aerodynamic efficiency that allows us to do away with this feature. Don’t ask how, though! We have every intention of keeping that a secret as long as we possibly can!” said Jean-Marc Finot, Motorsport Director of Stellantis (Peugeot is part of the Stellantis Group).
Distinctive cockpit colour scheme
“Inside, we wanted to take a special approach to the cockpit which, until now, has tended to be a purely functional and indistinctive aspect of racing cars, with no brand identity whatsoever. The combination of our colour scheme and Peugeot’s i-Cockpit interior styling signature have provided the 9X8’s cockpit with a distinctive feel and make it immediately identifiable as a Peugeot.”
Peugeot HYBRID4 powertrain
The 5-metre long racing car has a rear-mounted, 2.6-litre, bi-turbo, 680-bhp 90-degree V6 as part of the Peugeot HYBRID4 powertrain. The system output gets another 200 kW from the front-mounted 200kW motor-generator unit powered by a high-voltage 900V high-density battery pack.
The battery pack is located in a carbonfibre casing inside the car’s monocoque structure, behind the driver and underneath the fuel tank. It has been designed to combine durability with consistent performance during races of durations of up to 24 hours, and even beyond.
Although the system output is over 500 kW, the regulations set a maximum power output of just 500 kW during races. The regulations also forbid the use of electrical energy below 120 km/h, so the motor generator unit only engages once this speed has been reached. The car must pull away from standstill under the power of its internal combustion engine alone.
At full power, the power output is limited to 300 kW and adjusted as a function of the power delivered by the motor generator unit at 200 kW which is directly dependent on the battery level. When the motor generator unit comes into use, the car automatically switches to 4-wheel drive, thereby modifying its drivability.
When the battery pack is empty, the engine reverts to 500 kW power output and the drivetrain reverts to rear-wheel drive. During races, the battery will be fully charged prior to the start by means of a mains-connected plug-in hybrid charger. Once on the track, the battery will function completely independently and be charged only by the kinetic braking energy recovery system.
‘An extreme laboratory’
Peugeot’s CEO, Linda Jackson, says there’s more to the company’s involvement in endurance racing than the sporting aspect. “Endurance racing is a form of motorsport that provides us with an extreme laboratory, which explains why our association with Le Mans is so strong. More significant perhaps than the results we obtain on the racetrack are the opportunities it provides to prove our technology and the fruit of our research work in a race that throws extreme conditions at you for 24 hours,” she said.
“Le Mans gives us a competitive environment to validate the hybrid systems and technologies we are currently developing to reduce the fuel consumption – and therefore CO2 emissions – of our road cars. The teams at Peugeot Sport are proud when they see their research carried over to our production models,” she added.
Peugeot last raced and won at Le Mans in 2009 with the 908 HDi FAP which had a 5.5-litre V12 turbodiesel.
Although demand for SUVs has surged over the past decade, European motorists have still had a love for the stationwagon. In fact, the C-segment stationwagon segment has remained constant since 2010. To Europeans, the stationwagon is considered a more ‘environment-friendly’ dual-use vehicle than a heavy and bulky SUV (though that argument no longer applies).
Joining the stationwagon offerings from the beginning of 2022 will be the new Peugeot 308 SW, a variant of the new 308 hatchback that was revealed in March this year. The 308 SW has the same new design language elements of the hatchback but isn’t just a 308 with more length. From the rear door line, everything is different with the rear lights deeper in the body. Like most stationwagons, the longer body helps in aerodynamic efficiency which, in the case of the 308 SW, is 0.277 Cd.
LED lighting across the range
Peugeot draws attention to the lighting units which, at the front, use LED technology across the range. They are supplemented by daytime running lights (DRLs) in the shape of fangs on the front bumper. On the GT/GT Pack levels, the Full LED headlights are even slimmer and have PEUGEOT Matrix LED Technology for greater efficiency and safety. At the rear, the lights have full LED technology displaying the 3 claws that identify the brand.
The EMP2 platform has been adapted for the longer 308 SW with an extra 55 mm of wheelbase. Apart from increasing legroom for the rear passengers, the boot capacity is also more generous, as would be expected. However, the maximum volume (with rear seats in use) of 608 litres is available only in models with combustion engines as the battery pack for the plug-in hybrid electric vehicle (PHEV) variant takes away 60 litres. Of course, the rear backrests can be folded down as well, allowing items of up to 1.85 mm to be loaded and extending maximum volume to 1,534 litres (1,574 litres for PHEV).
Peugeot Enhanced Modular Platform (EMP2).
Combustion engines and manual gearboxes still available
While it is steadily electrifying its range, Peugeot is not leaving out combustion engines yet – at least not for this generation. There are petrol and turbodiesel engines available, the former a BlueTech 1.2-litre 3-cylinder unit with 110 or 130 bhp and the latter a BlueHDi 4-cylinder with 1.5 litre displacement and 130 bhp output. 6-speed manual transmissions will still be available, along with automatic transmissions with up to 8 speeds.
One of the two PHEV powertrains for the new 308 SW. Both use PureTech petrol engines and e-EAT8 transmissions.
The most powerful engine in the new 308 SW range is the PHEV powertrain with an e-EAT8 transmission. This is offered in two versions – 180 and 225 bhp. The claimed range on a fully-charged 12.4 kWh battery pack is around 60 kms. Peugeot says that the battery pack can be fully recharged in just under 2 hours on a 32A wallbox but just a bit more than 7 hours with an 8A outlet.
Evolved Peugeot i-Cockpit
Like the new 308, the 308 SW also introduces an updated Peugeot i-Cockpit, with a new multifunction double-flattened steering wheel. The i-Cockpit is a centrepiece of the new Peugeots and has extensive levels of digitisation. With each generation, it has become more refined in terms of ergonomics, quality, design and technology and includes the PEUGEOT i-Connect infotainment system. The i-Connect Advanced option has an ‘OK PEUGEOT’ command system using natural language voice recognition to provide access to all requests related to the infotainment functions.
The 10-inch 3D display is positioned for comfortable viewing and can be fully customised with several display modes. The central infotainment HD display is a colour touchscreem, also 10 inches, with i-toggles. These are fully configurable to provide one-click access to the main functions of the infotainment system. Comprehensive connectivity options include 4 USB Type-C sockets, screen mirroring for smartphones and Bluetooth, with the possibility of connecting two devices at the same time.
The construction of the dashboard is based on a ‘high wind’ architecture which places the air vents directly in front of the occupants’ heads and provide optimal comfort. Other interior design highlights show a diversity and richness of the materials used. The LED mood lighting is hidden behind the central screen and glows over the main décor right up to the door panels which can be foamed, in fabric, in Alcantara, or made of real pressed aluminium parts.
The technology will also include the Drive Assist 2.0 pack, with driver assistance systems that are capable of semi-autonomous motoring. In addition to adaptive cruise control with Stop and Go and lane-keeping assistance, there is semi-automatic lane change (between 70 and 180 km/h), advance speed recommendation and automatic speed adjustment in curves.
Another one for BAASB?
Although the stationwagon market in Malaysia is small and most brands don’t bother with it, it has not discouraged Bermaz Auto (BAuto) from selling the attractive Mazda6 stationwagon. As BAuto now also handles Peugeot – via Berjaya Auto Alliance Sdn Bhd (BAASB) – it might well offer the 308 SW as well. And if the government can get together a coherent EV policy which gives incentives to hybrids to bring their prices down, we might see the PHEV too. Incidentally, BAuto has acquired an additional 35% stake in BAASB from Berjaya Corporation which its total stake is 55% and BAASB thus becomes a BAuto subsidiary.
As mentioned earlier, the new badge for the Peugeot brand will make its first appearance on the new Peugeot 308, which now enters its third generation. Revealed today, the new hatchback continues to share its appearance with other recent models but has significant change under the skin.
It is a larger car than before, with a wheelbase that is 55 mm longer and the body over it extended a further 110 mm. The beneficiaries are the occupants, especially those in the rear, who have more space. The overall height has also been lowered by up to 20 mm in the interests of aerodynamic efficiency so from being rather bulbous before, it has a sleeker profile.
The second generation of the 308 which was launched in Malaysia in 2015.
Further evolution of i-Cockpit
In terms of technology, the new 308 has the latest-generation driving aids and a further evolution of the i-Cockpit with 3D technology. It also comes with i-Connect Advanced, an infotainment system that is said to be intuitive to use and always connected.
Depending on the market, there will be combustion engines – petrol as well as diesel – and also plug-in hybrid powertrains. This is another step towards Peugeot’s aim of offering an electrified variant across its entire model line-up by 2025. It will be interesting to see if we get the hybrid powertrain as a way for Berjaya Auto Alliance Sdn Bhd (BAASB), the new distributor, to discard the legacy of the previous engine. The combustion engines will be a 1.2-litre 3-cylinder petrol unit (108 bhp or 128 bhp), and a 1.5-litre 4-cylinder diesel with 128 bhp.
Hot hatch variant with 300 bhp and AWD
Like many new models from the French Group, the new 308 sits on the EMP2 platform – shared with the Citroen C5 Aircross, Vauxhall Grandland and DS 7 Crossback. The hybrid variants are front-wheel drive but there will also be a PSE (Peugeot Sport Engineered) 4-wheel-drive hot hybrid hatch with around 300 bhp.
A late-life update for the outgoing 308 introduced elements of Peugeot’s current i-Cockpit interior layout but the latest generation gains an updated set-up that mirrors the predominantly digital and angular design of other Peugeot interiors.
A key development is the small steering wheel, which features sensors to detect the driver’s grip levels when using driving aids. This downsized, performance-inspired steering wheel houses certain controls for the infotainment system and driver aids. However, the centrally mounted 10-inch touchscreen – angled slightly towards the driver – replaces the majority of physical buttons and switches. A row of so-called ‘i-toggle’ switches below this screen can be individually configured to control separate functions, according to the driver’s preference.
Innovative ‘high-vent’ architecture places the air vents in the optimum position for efficiency and comfort. This layout also ensures that the standard 10-inch central touchscreen, located slightly lower than the digital cluster, is closer to the driver’s hand and eye line for easier and safer operation.
The air conditioning system also benefits from the addition of the AQS (Air Quality System) which constantly monitors the quality of the air entering the vehicle and is capable of activating air recycling on its own. Some variants of the new 308 feature Clean Cabin technology, an air treatment system that automatically filters out polluting gases and particles. The prevailing outside air quality is displayed on the central touchscreen.
The driver gets a new compact control for impulse selection of the modes (Reverse, Neutral, Drive) and two buttons (Parking and Manual) of the 8-speed automatic gearbox. There’s also a Driving Style Selector to choose different driving modes (Electric, Hybrid, Eco, Normal and Sport), depending on the powertrain and driver’s preference.
First model for BAASB?
It’s likely that BAASB will be starting off with this new model, given that it is the first with the new brand identity. Whether it will be assembled locally is the question; Peugeot already has an assembly plant in Gurun, Kedah, and the 308, being a high-volume model, would certainly be a good candidate for adding to the line. That would help to moderate the price and stay competitive.
Peugeot, now part of the Stellantis Group, has made another update and chance to its logo and brand identity. This is the 11th time since the 1850s (although the original company was founded in 1810) and has been developed around the concept of ‘time’ and living in the moment.
The new Peugeot logo features an all-new take on the iconic Peugeot lion, with a roaring lion’s head inside a new Peugeot coat of arms. This coat of arms opens the way to a brand ecosystem that is not limited to its visual identity alone. It carries within it a deeper change. A shift in stance; a new state of mind; a new lifestyle. The recreated emblem acknowledges Peugeot’s evolution as a brand, with its innovative and successful model line-up.
Created by the Peugeot Design Lab and featuring a roaring lion’s head inside a coat of arms, the new design also uses visual language to reflect Peugeot’s electrification strategy which will offer pioneering new technologies. At the same time, the new logo embodies what Peugeot meant yesterday, what Peugeot means today, and what the brand will mean tomorrow.
Lasting and timeless
Designed to be lasting, the new logo also showcases Peugeot as a timeless brand, celebrating its history of over 200 years, while also looking to the future, towards new technologies and innovations provided by the new Stellantis partnership.
Significant changes in The Lion emblem over the years.
The new look will be accompanied by an international campaign and new-look website, as well as a new lifestyle collection of clothing and accessories later this year. It will be progressively used in vehicle models, starting with the all-new Peugeot 308 which will have its world premiere later this year.
New brand campaign
The new identity will be visible in every part of the organisation, from retailers and associated products to signage and communications, along with the carmaker’s first brand campaign in 10 years. The campaign, called ‘THE LIONS OF OUR TIME’, will feature both new and existing Peugeot customers. It aims to celebrate ‘Today’s Lions’ of all ages and cultures and highlight the value of quality time in our lives.
‘Today’s Lions’, of all ages, culture and backgrounds are no longer so much in search of power or money, but more in a quest for quality time. Through ‘THE LIONS OF OUR TIME’ campaign, Peugeot aims to empower the customers to own their most valuable asset: their time. The brand aims at turning time into quality time, an enriching experience.
The new lifestyle collection will be simple, attractive and with quality. This will feature everything from clothing and leather goods to electronic accessories and stationery. The new collection will echo Peugeot’s attention to detail and design when it launches later in the year.
In the late 1990s, Chrysler and Daimler merged (at least that’s what the German side called the union, although it was not really so) and created a ‘mega corporation’ in the auto industry. The move had a significant impact on the industry, beginning a rush of consolidations as companies realised that big numbers were vital for survival.
But within just 3 years of the creation of DaimlerChrysler, Chrysler was losing US$3 billion each year and cultural differences didn’t help in the trans-Atlantic marriage either. The Daimler people felt that their way was best for corporate culture, and of course, that created friction. In the end, the two sides parted company in 2007 and Chrysler rebuilt itself.
7 years later, Chrysler again ‘re-married’, and again, it was a European partner – the Fiat Group. The merger created the FCA Group with all the brands from Fiat (except Ferrari) coming together with Chrysler’s Dodge, Chrysler, Jeep and Ram Trucks brands.
Merger negotiations began in 2019
Though operating more globally then if Chrysler stayed single, FCA still faced strong competition and in 2019, FCA announced that it would merge with Groupe PSA on a 50:50 basis. With the need to gain approval from regulators and then the restrictions caused by the pandemic, the completion of the merger took a while and has finally taken place.
The merged entity is known as Stellantis, which we are told comes from the Latin word ‘stello’, and means ‘to brighten with stars’. The name will be used exclusively at the group level as a corporate brand, while the individual companies will continue to use their existing brands.
The company’s total workforce of 400,000 employees will be managed by an 11-member Board of Directors that has the grandson of Giovanni Agnelli (who headed Fiat from 1966 – 2003) as Chairman, John P.J. Elkann. The one who will run the show will be CEO Carlos Tavares, who has been heading Groupe PSA. Like Toyota’s Akio Toyoda, Tavares, who worked with Carlos Ghosn in the Renault-Nissan Alliance, is also a racing driver.
Carlos Tavares, the CEO of the new company, is a real car-guy and like Akio Toyoda, he also goes racing!
Auto industry pioneers in group
Stellantis will leverage the strengths of the two groups to design, develop, manufacture, distribute and sell vehicles and mobility solutions around the world. Both companies have roots that go back to the early days of the auto industry; Dodge started in 1900 while Peugeot produced its first car in 1889. So there is a long heritage to boast of, which may or may not prove useful in this age of ‘disruptors’ coming into the industry.
The number of brands is certainly quite extensive with Groupe PSA having brands like Peugeot, Citroen, Opel, Vauxhall (and might have had Proton too but Geely won the pitch instead). It’s the second time that PSA is involved with Chrysler as back in the late 1970s, it bought over Chrysler Europe for US$1 + debts.
FCA and Groupe PSA have a combined portfolio of many brands that cover virtually every segment of the global market.
The brands in Stellantis cover the full spectrum of market segments from luxury, premium and mainstream passenger vehicles to pick-up trucks, SUVs and light commercial vehicles. As with most of the major carmakers, there are also mobility, finance and parts and service brands.
Global reach and synergies
Stellantis sees itself as starting from a position of considerable strength, claiming leading positions in North America, Europe and Latin America. It expects synergies to be the key to growth and further success. Besides a well-established presence in Europe, North America and Latin America through different brands, it aims to tap potential markets such as China, Africa, the Middle East, Oceania and India. By the end of 2021, it plans to have at least 39 electrified vehicles available in its range.
The group will have at least 39 electrified models by the end of next year.
Commenting on the Stellantis’ journey ahead, Tavares said: “One year after we announced this project, Stellantis is born, notwithstanding the unprecedented societal and economic disruption caused by the COVID-19 pandemic. This demonstrates the agility, creativity and adaptability of our company, which aims to be great rather than big, determined to be much more than the sum of its parts. It is also a further signal of the new company’s determination to be a leading player in the automotive industry in this ever-changing environment. Stellantis is dedicated to ‘pursuing greatness’ and enhancing the well-being of its employees.”
With 2021 having started, Berjaya Auto Alliance Sdn Bhd (BAASB) – the new company handling Peugeot vehicles in Malaysia – is preparing itself to provide the necessary services and support to customers and owners. To start off, it is running a customer information update exercise which calls for owners of Peugeot vehicles to provide their details so that the customer database can be updated.
This is important as owners will need to be kept information of service reminders, warranty matters, service campaigns and other news from time to time. Having the latest contact information will enable BAASB to stay in touch with them.
All personal information protected
All Peugeot owners in Malaysia can update their information by visiting the new official Peugeot website at www.peugeot.com.my. To prove ownership, they will have to provide details of their vehicle registration as well as service and warranty booklets. BAASB assured owners that all information collected will be protected in accordance with the Personal Data Protection Act (PDPA) law of Malaysia.
BAASB says this is just the first step in is efforts to improve the ownership experience for Peugeot owners. The team at BAASB includes people who have long experience in the auto industry and have taken the Mazda brand to a higher level in the past 10 years. They would certainly be aiming to achieve the same success with the Peugeot brand.
Besides the website, customers and owners can also contact BAASB by writing to customersupport@baasb.com.my. There is also a dedicated Peugeot Customer Support phone number 03-7627 8818, which operates from Monday to Friday, 8.30 am – 6.00 pm.
After a decade-long absence, Peugeot will return to endurance racing, including the Le Mans 24 Hours, in 2022. By then, it will have completed development of an all-new hypercar defined in the new FIA World Endurance Championship (WEC) regulations.
Development by Peugeot Sport and Total
The hypercar will be known as the Peugeot Hybrid4 500KW and its powertrain is now being developed by Peugeot Sport and Total (and its subsidiary, Saft). Details of the powertrain which have been revealed show a mid-rear, 2.6-litre, 500 kW (680 bhp), twin-turbo, V6 , petrol internal combustion engine combined with a front-mounted 200 kW (272 bhp) motor generator unit, with a high-power density battery. The smart powertrain will have energy flow management, a key to high performance.
Although the 165-kg engine can deliver 500 kW and the motor generator unit has a capacity of 200 kW, the regulations set a maximum power output of just 500 kW during races. The regulations also forbid the use of electrical energy below 120 km/h, so the motor generator unit only engages once this speed has been reached. The car must pull away from standstill under the power of its internal combustion engine alone.
At full power, the power output is limited to 300 kW and adjusted as a function of the power delivered by the motor generator unit at 200 kW which is directly dependent on the battery level. When the motor generator unit comes into use, the car automatically switches to 4-wheel drive, thereby modifying its drivability – through high-speed corners, for example,
When the battery pack is empty, the engine reverts to 500 kW power output and the transmission returns to rear-wheel drive. During races, the battery will be fully charged prior to the start by means of a mains-connected plug-in hybrid charger. Once on the track, the battery will function completely independently and be charged only by the kinetic braking energy recovery system.
The robotised sequential 7-speed (plus reverse) gearbox will be controlled by steering wheel-mounted paddle shifters, and the Peugeot Sport-developed brake-by-wire system will also be managed electronically.
The driver will be able to adjust the level of engine-braking generated by the electric motor under deceleration and the force applied by the pads to the braking discs to achieve the optimum electric regenerative/hydraulic braking split. Optimal energy management, both under acceleration and during energy recovery, will consequently be key to the car’s performance and efficiency.
The architecture of the Peugeot HYBRID4 500KW powertrain is the result of a highly- detailed brief shaped by the new FIA WEC regulations,” noted François Coudrain, Peugeot Sport’s WEC Programme Powertrain Director. “We initially considered a single turbo, but that would have prevented us from achieving our engine’s centre of gravity target. A twin-turbo V6 block offers the best trade-off between technology, weight, packaging of the engine’s ancillaries, reliability and performance.”
Innovative battery concept
The high-density, high-power battery pack has been developed jointly by Peugeot Sport and Saft, a Total subsidiary. As one of the keys to high performance, it will need to be integrated perfectly, physically inside the car and in the powertrain’s energy-management process. Working from a specification written by Peugeot Sport, Saft’s engineers selected the best type of cells for the battery which favours power over energy density, consistent with the needs of endurance racing.
“The main parameter will be to optimise how the energy stored in the battery is used,” explained Kamen Nechev, Saft’s Chief Technical Officer. “To achieve this, you need an extremely short charge-time combined with high-capacity storage cells to form a package that enables maximum power to be delivered as rapidly as possible. The most competitive solution resides in the management of charge optimisation and the amount of power available in real time.”
The new battery will be located in a carbonfibre casing inside the car’s monocoque structure, behind the driver and underneath the fuel tank. It has been designed to combine durability with consistent performance during races of durations of up to 24 hours, and even beyond.
