Monday 18th June 2012 was a very important day
for the Peugeot UK Public Relations team; it was the first of a five day launch
of their brand new 208 ‘B’ (Supermini) segment car. At first glance you could
be fooled into thinking that the 208 is a subtle evolution of the previous 207
but as the launch progressed it was easy to see that Peugeot is pinning a lot
on their new model.
The location for the event was MediaCity situated at Salford
Quays on the Banks of Manchester’s historic ship canal. A centre for
“Regeneration” – a word we would hear a lot of during the course of the launch
– MediaCity is home to the BBC, ITV, Coronation Street and the University of
Salford. Over the coming year many more TV studios will also be relocating from
London to MediaCity bringing much needed income, interest and media attention
to the area. After a 150 minute, 143 mile drive from Sunny Oxfordshire the
location of the launch instantly impressed with its mix of cutting edge architecture
and beautiful waterfront location.
On arrival we booked into the hotel – the rather nice, brand
new Holiday Inn - then made our way down to the bar to chin-wag with the
Peugeot UK PR Team and other fellow motoring scribers in anticipation of what
the coming 24 hours would encompass. Shortly after we were off for a VIP tour
of the BBC film studios – which was more interesting than expected – a
particular highlight was sitting on the Blue Peter sofa!
Later in the evening we were chaperoned to a studio set up
for Peugeot’s use for the launch. There were three sections; the first was
rather lavishly decorated in 80’s memorabilia such as rubix cubes, ghetto
blasters, news articles and retro sweets. We were greeted by more VIP treatment
in the form of champagne and canapés and were given a chance to have a look
around. Nestled within this section was a new-looking Peugeot 205 which was
said to have 26,000 miles on its clock and was nothing short of stunning. Sitting
inside reminded us of how far car have come in recent years. The 2nd
section was a 90’s theme with an equally well maintained 206 surrounded by 90’s
photos and news articles. Further on predictably a naughties section had a
pristine 207 which probably got the least attention.
Next we were guided to the dining table ready for our really
rather delicious three course meal with no shortage of wine and our very own
cocktail girl – who was ready to mix any 80’s concoction that we could image.
Conversation was incidentally centred around the new 208 which stood proudly on
a podium behind us, for most this was our first glimpse of the car in person
and first impressions were overwhelmingly positive. It was great to chat to the
UK PR team over dinner, some of which I had met (Craig Morrow & Kevin
Jones) and other that I hadn’t (Andrew Didlick, Steven Fahey and Janet
Brace). It’s always enjoyable talking
over Peugeot’s past-and-present and the PR Team were very eager to hear our
opinions of Peugeot’s recent crop of models. It was also good to meet a range
of fellow writers from various different backgrounds and publications with no
shortage of conversation. After most of us had drunk far too much it was time
to retire ready for a busy day in the company of the 208 range that we has
heard so much about.
The “2” Series History
It’s no secret that the original – and best? – small car in
Peugeot’s history is the iconic 205 which Peugeot managed to shift 425,000
units in the UK. The 205 – launched in 1983 - was lightweight, cheap, very
stylish and handled like nothing else at the time – or even now. It instantly
became a massive success and since has become an icon – even more-so in GTi
spec.
In 1998 this was then followed up by the very different 206
that went on to sell 645,000 units in the UK – making it the bestselling car in
the marques history with 7.7 million cars sold to date and still selling across
the world (in the form of the 206+ in some countries). The 206 introduced high
levels of comfort and refinement to the Supermini sector along with a class
leading 4 star safety rating. Not forgetting individual – undeniably feline
looks and tidy handling that cemented its success. The 206 always featured in
the UK top ten sales charts right up until its replacement arrived.
2006 saw the launch of the logically named 207 which built
on the 206’s strengths raising the bar further with even better comfort,
refinement and safety but this was at the expense of driving prowess which
Peugeot have been renowned for over the years and rivals such as Ford’s Fiesta
so do easily. The 207 was also much larger than the 206 which was already much
larger than the 205 so it was a heavy car making it feel underpowered in some
engine specifications and agility suffered equally. Still Peugeot sold 302,000
units in the UK which although a healthy number is much lower than the 206
despite the addition of a stylish CC (hard-top coupe) and SW (small estate).
To anyone looking at the progression from 205 – 206 – 207 it
was easy to see that something had to change if Peugeot were to steal back
their slice of the market from the likes of Ford, Vauxhall, Volkswagen and MINI
– all of whom currently top the sale chart in this market.
Media Presentation
The next morning we were up bright an early for breakfast
and then it was back to Peugeot’s studio for a series of presentations focusing
on the innovations and journey taken to create the new 208. As with any media
launch there is always the usual brand hype surrounding the more useful
information us motoring moguls hanker for. The buzz word was “Regeneration” – a
word we heard many times during the presentation. With the 208 Peugeot have
accepted that “simple renewal is no longer enough” so their key aim with the
car has been “a true generation leap”
According to Peugeot the key to the 208’s success is going
to be its architectural efficiency. Bucking the trend set by the last two
generations of superminis the 208 is actually 7cm shorter and 1cm lower than
the 207 yet has more interior space - 5cm more rear legroom and a bigger boot.
Even more impressively the car is leaner with an average kerb weight 114kg
lighter than before; on some models the difference is as much as 173kg. This
has been made possible thanks to a strict weight saving program with increased
use of Very High Strength Steel (VHSS), Ultra High Strength Steel (UHSS) and
soundproofing of the engine at source. As with most replacement models the new
208 is also more aerodynamic helping boost economy.
There was a lot said about the look of the new car. Peugeot
have recently introduced a new styling direction first seen on the larger 508
and the 208 follows on from this. The styling is described as “free-flowing
without interruption of embellishment” from the end of the bonnet to the boot.
It’s stressed that no unnecessary elements were permitted keeping the design
simple and pure. At the front is what Peugeot call a “floating” style grill and
bumpers that appear “feline, sporty, rich and refined” with edgy LEDs
headlights. One of the more interesting features is the “veritable spine” which
is a crease that “bites” into the top of the windscreen and continues over the
roof and down onto the boot lid. At the rear the car has rear lights that
Peugeot describe as “three illuminated claws with their boomerang shape”. For
the first time 3 and 5 door models look rather different from each other with
different panel surfacing and window lines to appeal to different buyers.
From inside the 208 Peugeot tell us that buyers will really
see and feel the improvements. Quality is said to have made a big jump with
classier materials which is encouraging considering the current 207 isn’t badly
put together. Central to the new cars push upmarket is a 7 inch colour
touchscreen infotainment system which controls the cars stereo, on-board computer
as well as navigation in higher trims not forgetting and range of internet apps
to follow. Another unique feature will be the instrument binnacle that is sits
on top of the dashboard combined with a small diameter steering wheel “increasing
comfort and safety by eliminating the need for the driver to take their eyes of
the road”. Unusually the instruments are viewed by looking over the steering
wheel and not through it.
Where the 208 is promised to make equally large strides is
in the way it drives, its promised to “offer a new balance of road holding and
comfort” made possible from the “compactness and reduced weight”. Although based
on the same platform as the 207 it’s said to have been extensively honed to
suit more demanding buyers requirements taking elements of the original 205 and
“reimagining” them.
The engines on offer in the 208 are mix of current and new
units consisting of two diesel engines – all producing less than 99g/km co2 and
five petrol units. All have been meticulously engineered to offer class leading
economy, performance and refinement.
208 diesel range:
- 1.4 l HDi FAP 68bhp, 160Nm, 5-speed manual; CO2: 98g/km,74.3mpg
- 1.4 l e-HDi FAP 68bhp, 160Nm, EGC Stop & Start; CO2: 87g/km,83.1mpg
- 1.6 l e-HDi FAP 92bhp, 230Nm, 5-speed manual
Stop&Start; CO2: 98g/km, 74.3mpg
- 1.6 l e-HDi FAP 92bhp, 230Nm, EGC Stop&Start; CO2: 98g/km,
74.3mpg
- 1.6 l e-HDi FAP 115bhp, 285Nm (1), 6-speed manual; CO2: 99g/km,74.3mpg
208 petrol range:
- 1.0l VTi 68bhp; 95Nm, 5-speed manual; CO2: 99g/km, 65.7mpg
- 1.2l VTi 82bhp; 118Nm, 5-speed manual; CO2: 104g/km, 62.8mpg
- 1.4l VTi 95bhp; 136Nm, 5-speed manual; CO2: 129g/km,
50.4mpg
- 1.6 litre VTi 120bhp; 160Nm, 5-speed; CO2: 134 g/km,
48.7mpg
- 1.6 litre THP 156bhp, 240/260(1)Nm, 6-speed manual; CO2: 135
g/km),48.7mpg
(1) Value with
overboost
After the presentation it was time to get out there and see
what all the hype was about and get behind the wheel. Eight models of varying
specs and engines were available to drive over various routes with a mixture of
urban and rural roads. There was enough time to drive two models with lunch in-between
which enable us to evaluate the cars abilities.
Words by Rob McSorley
A special thanks to the Peugeot UK PR Team for their
generous invitation for Rob McSorley on CARS to attend this important press
event.
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