Changing the Emblem and a Fresh Start... 'New Peugeot 308' Launched in Korea

Symbolizing a New Era Shift with Peugeot Globalization and Premiumization
Low and Extended Body... Sleek and Practical Proportions

[Asia Economy Reporter Kiho Sung] Peugeot has officially launched the third-generation “New Peugeot 308” in the domestic market, undergoing a complete redesign for the first time in nine years. The fully changed New 308, updated after nine years, is the first new car to feature Peugeot’s latest emblem, embodying the brand’s new strategy and design message.

Stellantis Korea held the official launch event for the New 308 on the 6th in Gangnam-gu, Seoul. Stellantis Korea stated, “The new emblem, installed for the first time on the brand with the New 308, intensively represents Peugeot’s new determination to target a future-oriented and premium upmarket, based on 212 years of heritage.”

The New 308 is a significant model that will set a new milestone in the domestic market as well. It is the first new car introduced since Peugeot was integrated into Stellantis Korea this year, representing the changed status and value of the brand in Korea. The New 308 plans to actively target the stylish and trendy MZ generation, who have clear individuality, enjoy being noticed by others, and place meaning on consumption for ‘themselves,’ through a hatchback style that is rarely seen in the Korean automotive market.

The front features a precise headlamp design that looks as if carved with a sharp blade, and daytime running lights shaped like a lion’s fangs, emphasizing the brand identity while giving a sophisticated and refined impression. The rear LED tail lamps are shaped like the lion’s claws, a symbol of Peugeot, and the detail of connecting the left and right rear lamps with smoked glass visually makes the car appear wider.

The interior is equipped with a 10-inch high-resolution central screen. It offers practicality befitting a hatchback with best-in-class trunk space, and enhances product appeal by incorporating the latest safety and convenience features. The D-cut steering wheel preserves Peugeot’s distinctive handling, providing an excellent driving feel.

The powertrain combines a 1.5-liter BlueHDi engine with an 8-speed automatic transmission, delivering a maximum output of 131 horsepower and peak torque of 30.6 kgm. The transmission has been upgraded from the previous 6-speed to an 8-speed automatic, reducing fuel consumption by up to 7% through downsizing, while improving output and driving sensitivity. The combined fuel efficiency is 17.2 km/l, achieving high efficiency of 15.6 km/l in urban driving and 19.6 km/l on highways, easing consumer burdens amid rising fuel prices. CO2 emissions per kilometer have been lowered to 108g.

The New 308 is available in two trims, Allure and GT, depending on convenience and safety features, with prices set at 36.8 million KRW for the Allure and 42.3 million KRW for the GT.

Linda Jackson, CEO of the Peugeot brand, expressed confidence in a video commemorating the launch of the New Peugeot 308 in Korea, saying, “We are well aware that Korean consumers have high standards for premium products and seek new and innovative products. I have no doubt that the New Peugeot 308 will be sufficiently attractive to Korean consumers.”

Jake Aumann, President of Stellantis Korea, said, “The New Peugeot 308 is a smart hatchback that combines a strong first impression, overwhelming driving performance, and practical luxury,” adding, “Through the New Peugeot 308, you will be able to feel the changes in the Peugeot brand as it takes its first step as a member of the Stellantis Group.”

This content was produced with the assistance of AI translation services.