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As a joint venture brand that entered the domestic market earlier, Dongfeng Peugeot has been in the domestic market for nearly 18 years, and one of the models called 408 has been 10 years old. To this end, Dongfeng Peugeot launched the 408 10th anniversary version of the model, the price range is 11.97-159700 yuan.

It is worth noting that Peugeot currently launched this 10th anniversary version of the model, with 2019 models on the basis of 129700 yuan, reduced by 10, 000 yuan, the new car entry price is set at 119700 yuan. Although Dongfeng Peugeot did not announce an "official price cut", such a move undoubtedly shows that Peugeot hopes to increase its competitiveness through price cuts.

From the perspective of the new model, the Peugeot 408 is not a replacement, it is still a minor modification, with almost all the details consistent with the 2019, while the biggest change is the upgrading of emission standards from national five to national sixth. In addition, the power data has been slightly improved, equipped with 1.2T three-cylinder engine and 1.6T four-cylinder engine, as well as adding some configurations to the model to improve competitiveness.

Specifically, the configuration of the new and old models in the entry model, that is, the 2020 1.2T quality interesting version and the 2019 1.2T automatic leading version are exactly the same. Only the top model, 2020 1.6t flare version (159700 yuan) compared to the 2019 1.6t version (169700 yuan), in the driving mode new economic mode choice, so the change is not big.

Since Peugeot introduced the 408 model into China, it has changed the model three times in the past 10 years, but only twice, bringing the first generation of Peugeot 408 model on January 25, 2010 at the earliest, but before that, Peugeot sold 307 models with the same positioning at the same time, so the sales performance was mediocre. Until 2014, it brought second-generation models, but also renamed 307 to 308, and continued to sell in the same house, allowing the two models to grab market share through complementary prices.

Although Peugeot sold more than 100000 vehicles a year in 2015 and 2016, Peugeot accounted for more than 22% of Peugeot's cumulative sales in the past decade, making it a major model.

With French brand sales continuing to decline in recent years, Peugeot 408 does not provide much support to its brand, even in 2019. Peugeot made a mid-term change to its model, but its performance is also getting worse, mainly due to a decline in the reputation of French brands in the consumer market.

After all, the main reason for the low sales of Peugeot 408 is that there are frequent quality problems, and there are no more big problems than minor ones. In the past, it topped the list of complaints all the year round, with a total of nearly 9000 complaints, such as electrical failures, spark plug failures, air conditioners and other problems, but it is worth noting that it sold about 1000 vehicles, according to data from the car quality Network.

It is understood that at present, the discount for new cars on sale can reach about 20,000 yuan, which is equivalent to the same level of models according to the previous price range of 12-130000 yuan, but as the share of French brands in the Chinese market has gradually declined, its sales have shrunk even more. Therefore, Dongfeng Peugeot for the new model price reduction is to enhance the competitiveness of the current market, but compared with the current new and old models still do not see much advantage.

The launch of the 10th anniversary model version of the Peugeot 408 proves that the car has also experienced changes in the Chinese market. With the change from increment to the stock era, Peugeot 408 has experienced monthly sales of more than 10,000 and less than 1,000 monthly sales. and this phenomenon highlights the current embarrassment of French brands in China.

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