Kim Hyun-bin began his journalism career at Arirang TV from 2012 to 2017, specializing in defense, foreign affairs and the economy. In 2018, he joined The Korea Times, covering society and business, and is currently responsible for embassy affairs.
Peugeot launches New 308 with brand-new emblem
Stellantis Korea CEO Jake Aumann speaks about the New Peugeot 308 at a media launch event in Gangnam District, Seoul, Wednesday. Korea Times photo by Kim Hyun-bin
By Kim Hyun-bin
By Kim Hyun-bin
Peugeot launched its New Peugeot 308 in Korea equipped with the brand's latest emblem, aiming to introduce a stylish hatchback targeting the MZ generation (Millennials and Generation Z) during a launch ceremony held in Seoul, Wednesday.
The New 308 went through a full makeover after nine years, along with the company's completely renovated strategy and brand identity. The new emblem, which was visible on the New 308 for the first time as a brand, intensively expresses Peugeot's new will to target the future-oriented and premium market. The new 308 promotes the transition to a new era for Peugeot through its timeless design, modern interior and attractive driving sense, the company said.
"We are very pleased to introduce the New Peugeot 308 to the Korean market at this critical time. It is the first Peugeot with the new emblem," Linda Jackson, the CEO of Peugeot said via a video message. “We are aware that Korean consumers have high standards for premium products and seek new and innovative products.”
This New 308 is the first car introduced since Peugeot was integrated into Stellantis Korea this year.
Models pose next to the New Peugeot 308 at the media launch ceremony held in Seoul, Wednesday. / Courtesy of Peugeot
“The New Peugeot 308 is a clever hatchback that combines a strong first impression, overwhelming driving performance, and practical luxury,” said Jake Aumann, the CEO of Stellantis Korea. “You will be able to feel the change.”
The newest release is equipped with the Efficient Modular Platform (EMP2) and the wheelbase increased by 60mm compared to the previous model, which ensures occupant convenience and stability during high-speed driving.
The New 308 is equipped with Advanced Driver Assistance Systems (ADAS), allowing occupants to enjoy advanced safety features. Adaptive cruise control with a stop-and-go function, the driver attention alarm system, traffic sign recognition system, lane departure warning system, forward collision alarm system, blind-spot collision alarm system, front and rear parking assist system, and rear view camera are equipped as standard.
The New 308 operates on a 1.5-liter Blue HDi engine with an 8-speed automatic transmission to produce a maximum of 131 horsepower.
The New 308 will be released in two models, the Allure and the GT, with a selling price of 36.8 million won ($28,164) for the Allure and 42.3 million won for the GT.