Peugeot has today released first images of the new 308, a car the French manufacturer is hoping will revitalise the brand’s position in the ultra-competitive, compact family hatchback segment.

“The new Peugeot 308 has a pure and technological exterior design that speaks of high strength and high quality,” says Gilles Vidal, Peugeot’s current Design Director.

With its compact length of 4.25 metres and revised proportions, the exterior design builds on the new design language of Peugeot. The front is dominated by an evolutionary reinterpretation of the brand’s ‘floating’ front grille and lighting signature. Slim full-LED headlamps are standard on the majority of trim levels and a world-first in the segment. At the rear, three Peugeot (lion) ‘claws’ drawn by the rear LED lamps are the main design feature.

“On the road, driving pleasure is enhanced by the new EMP2 modular platform. With its considerable reduction in weight, it contributes to the dynamism and easy handling of the New Peugeot 308,” says Laurent Declerck, New 308 Project Director, Peugeot.

The new EMP2 platform, which is part of the PSA Group architecture, has resulted in 116 patent applications and contributes towards the vehicle’s improved dynamic qualities claims Peugeot. It also plays a key role in the car’s weight reduction, by an average of 140kg compared to the current generation Peugeot 308.

Other engineering development work has allowed many of the vehicle’s major units to be reduced in size – also cutting overall weight – leading to reductions in CO2 emissions.

Meanwhile, on the inside, Peugeot’s design and engineering teams have developed the interior of the new 308 around the concept of the i-cockpit. “When inside the car, one discovers a world of refined style, completely original in the world of hatchback cars, with a cockpit that is intense, innovative and intuitive; it is the Peugeot i-cockpit,” says Vincent Devos, New 308 Product Manager, Peugeot.

The main highlight of the interior cabin seems to be the 9.7-inch touch-screen interface, which removes much of the need for physical buttons and switches; it brings together many of the infotainment controls in one place, for ease of use and to create a contemporary and uncluttered cabin.

The new Peugeot 308 will be built at the Sochaux plant in France. The Trémery and Douvrin sites will supply all of the power units. The car will officially make its world premiere at the Frankfurt Motor Show on 10th September 2013.

Source: Peugeot

Tags: car design, EMP2, Frankfurt Motor Show 2013, Gilles Vidal, Laurent Declerck, Peugeot 308, Sochaux, Vincent Devos