AutoBeta(AutoBeta.net)05/27 Report--

On May 26th, Dongfeng Peugeot officially released a preview of a new generation of Peugeot 408 models, and the new car will be unveiled in June. If nothing happens, the new Peugeot 408 will be the first model under Dongfeng Peugeot to use a new car logo. According to the comprehensive preview picture and real car spy photos, the new Peugeot 408 continues the "Lion Soul Aesthetics" styling design of overseas Peugeot 308, the front face uses the latest family-oriented radial lattice front grille, the new brand LOGO is suspended in the middle of the net, and the fangs LED daytime driving lights extend to the lower air intake, which brings fierce visual effects with long and narrow LED lights. At the same time, there is a "408" mark on the top of the hood.

Combined with the suspected real car picture of the new 408 interior exposed by the network before, the new car adopts deep and light two-color matching, equipped with double-spoke multi-function steering wheel and floating multimedia display screen, and the configuration part can appear voice interaction, Bluetooth, one-button start and other functions. As for power, Dongfeng Peugeot has not released the new generation 408 power information. For reference, the current 408 is equipped with a 1.2T three-cylinder turbocharged engine and a 1.6L four-cylinder naturally aspirated engine, the former matching a six-speed double clutch transmission and the latter a six-speed manual self-contained gearbox.

Peugeot is a brand of French PSA Group, which first entered the Chinese market in 1985. Guangzhou Peugeot Automobile Co., Ltd. was officially established on March 15, 1985. the company is operated jointly by Guangzhou Automobile Factory, China International Trust and Investment Corporation, French Peugeot Automobile, International Finance Bank and BNP Paribas. Guangzhou Peugeot has become the third joint venture car brand in China, with the first two being Beijing Gyibug and Shanghai Volkswagen. Unfortunately, due to various reasons, finally withdrew from the Chinese market.

On May 18, 1992, Shenlong Automobile Co., Ltd. was established. On October 25th, Dongfeng Motor Company and French PSA Group signed a joint venture contract to expand cooperation, introducing the Peugeot brand into the Chinese market, manufactured by Citroen Motors, and launched its first model-Peugeot 307 two years later. This car has achieved good sales results in China, and in order to meet the needs of domestic consumers, Dongfeng Peugeot has listed Peugeot 206and Peugeot 207one after another.

Since its establishment in 2002, Dongfeng Peugeot has gone through 20 years, but it has long been at the bottom of the valley. According to the official website of Dongfeng Peugeot, the models currently on sale include the new Peugeot 4008, the new Peugeot 5008, the Peugeot 508L and the Peugeot 2008 THE ONE. The figures show that from January to April 2022, Peugeot sold 4848 vehicles, Peugeot 4008 4457 and Peugeot 208s 3790. At present, Dongfeng Peugeot lacks popular style products, in the final analysis, it is the problem of brand products, and with the gradual decline in sales, resulting in serious losses among many dealers, so that more and more dealers withdraw from the network. Therefore, the biggest problem facing Dongfeng Peugeot lies in product research and development and brand management.

In April 2021, Dongfeng Peugeot announced the launch of the new brand LOGO, the 11th generation lion logo, at the Shanghai Auto Show. From the new brand logo, the new LOGO will only retain the head details of the lion into a shield, the lion shape is also more powerful than the previous version. However, after Dongfeng Peugeot announced the launch of the new lion logo, the biggest complaint was that it was "not as good as the previous generation" and "a little bit of Hengchi". Obviously, Dongfeng Peugeot's biggest problem is not LOGO, but products and brands. According to the plan, Dongfeng Peugeot will accelerate the pace of new product launch, launching new 4008, new 5008, 2022 508L, 2008 THE ONE and other different market segments, but the performance of these models in 2021 is not good. Dongfeng Peugeot wants to revive and avoid a repeat of the tragic situation of the last century, ultimately depends on Dongfeng Peugeot's measures.

The decline in domestic sales of Dongfeng Peugeot is mainly due to the decline of brand power, followed by product quality problems, especially Peugeot 408, which has been on the list of complaints for many times, but is still Dongfeng Peugeot's highest-selling model, which is also worth pondering. As for whether the new Peugeot 408 can save Dongfeng Peugeot, it may only be given time.

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