New Sedan Moves Peugeot Upmarket
Peugeot’s 508 is a handsome machine, maybe the best-looking car in its segment, and will hopefully bring a degree of desirability which neither the 407 nor 607 could achieve. Yet it replaces neither, and fits somewhere between the two (though neither has been on local price lists for a while), riding on a 2 810 mm wheelbase and is pitched against a broad array of cars stretching from the Honda Accord and VW Passat, to various models from Germany’s ‘Big Three’ prestige brands.
It does this by creating a family-sized car with a premium feel on one hand (available in two equipment levels and with a choice of two engines), and then creating further up the range a halo model which not only boasts a new 2.2-litre turbodiesel not used elsewhere in the range, but also has bespoke front suspension.
The GT flagship has double wishbones up front, unlike the others which use a cheaper MacPherson strut layout and while not unprecedented, it is certainly unusual. In theory, this should translate into sharper handling and better steering, while also making the GT better equipped to cope with up to 150 kW of power and 450 Nm of torque being deployed through the front wheels. All versions have a sophisticated multi-link rear axle, a layout which ensures a plush ride but not at the expense of handling and roadholding.
The GT is also priced significantly differently from its visually similar stablemates. At R409 900, it is almost R80 000 dearer than the next rung down and is pitched as an alternative to sporty German compacts from BMW, Merc and Audi while offering more cabin and luggage space but – theoretically - a similarly satisfying driving experience. To this end, it has recalibrated steering responses, steering column-mounted paddle shifts for its six-speed automatic transmission and suitably beefy wheel and tyre dimensions.
While it’ll no doubt get the oohs and the aahs, more prosaic models will be the mainstay of the sales charts; and the range comprises the entry-level 508 Active 1.6 THP (R 283 700), the 508 Active 2.0 HDi (R 303 200), the 508 Allure 1.6 THP Auto (R 323 700 with SATNav and R 306 700 without), and the GT which punches through the R400 000 mark. Pricing includes a three-year/100 000 km warranty, and a five-year/100 000 km maintenance plan.
The 508 is undeniably striking, with streamlined contours and a sense of purpose usually lacking in the class (we’re talking about rivals to the three more ‘ordinary’ models here). There is something distinctly Gallic about its elegance too, and whereas the 407 had too much nose (both in terms of size and front overhang) and the 607 looked somewhat overgrown, this car is visually very well-balanced. It is slippery too, with a claimed drag coefficient as low as 0.26.
Francis Harnie, managing director of Peugeot South Africa, describes it as a revelation in every respect: “The styling is striking and introduces Peugeot’s latest design language, while the interior sets new benchmarks as far as tactile quality, equipment levels, comfort and safety are concerned.
“Most of all, the arrival of the 508 reiterates Peugeot’s commitment to the SA market, and to offer a growing range of latest-generation vehicles ideally suited to demands of the discerning SA customer. We have already emphatically addressed early concerns about parts pricing and parts availability across the Peugeot passenger car and light commercial vehicle range, and as our five-year/100 000 km maintenance plan on the 508 confirms, we also have confidence in the longevity of our vehicles,” he concluded.
The 508 boasts some exciting new technology too. Standard on the GT model, and optional on Allure derivatives, is a colour Head-Up Display (HUD), offered in conjunction with the satellite navigation system. GT and Allure models also benefit from four-zone air-conditioning, keyless entry and start-up, an automatic electronic parking brake, electronically-operated lumbar massage for the driver (on the GT version), and a JBL high-performance audio system (standard on the GT, and optional on the Allure).
There is no question that the 508 is good to drive, with an aura about it which is regal without being boring. But this is a tough segment the 508 finds itself in, where on one hand there’s the proven qualities of a VW or a Honda, and then at the upper end of the bracket the prestige and credibility that comes with driving a German executive. Peugeot has set itself relatively modest targets and aims to sell around 50 a month in 2012, a figure which the 508 richly deserves to achieve.
