New Peugeot 508 the Radical Saloon Makes Its Middle East Debut
The game-changing all-new Peugeot 508 has arrived in the Middle East. The radical new saloon from the visionary French brand was revealed at its recently opened Concept Store in Yas Mall. Available in showrooms across the region* now, the Peugeot 508 comes in three trim levels; the entry level ‘Active’, mid-trim ‘Allure’ and the top-of-the-range ‘GT Line’ model.
The latest generation of Peugeot’s elegant 508 fastback model has been completely re-imagined to emphasise Peugeot’s new sharp, futuristic design language. The Peugeot 508’s cool new exterior is now more robust and purposeful, whilst the car’s spectacular interior includes premium materials and cutting-edge technology – including the latest evolution of its trademark Peugeot i-Cockpit®.
Its exemplary road-handling, efficient new engines, and, countless technology features is a quantum leap in terms of quality and innovation, making the new Peugeot 508 a game-changer in the executive salon segment, challenging premium automotive brands.
Samir Cherfan, Groupe PSA Senior Vice President for Sales and Marketing in Africa and Middle East, said; “Since the new Peugeot 508 made its global debut at Geneva Motor Show last year, I was excited to introduce it to the Middle East market – this car will shake-up the D segment. With the 508, our designers and engineers raised the bar in terms of refinement and use of premium materials and the very latest technology. We have a radical, differentiated car, which is now a genuine challenger against rival premium brands in the segment.
Peugeot is making a comeback with a very desirable product line-up and a robust plan to increase our brand’s presence in the Middle East. Globally, we are seeing strong results; in 2018 we saw a 6.8 per cent increase in global PSA brand sales which totaled 3.88 million new vehicle sales across the world – with results like this behind us we can reinforce consumer confidence in our brand. More than ever, the new Peugeot 508 embodies our ambition; to be the best high-end generalist automotive brand in the world.”
A bold design
The designers behind the new Peugeot 508 stated their aim clearly; to move away from the conventional boot-lid, four-door shape and evolve the design towards a five-door fastback. The car’s height has been reduced giving it the aerodynamic lines of a coupé.
Whilst remaining true to its acclaimed predecessors – the iconic Peugeot 504 and 504 coupé – the new 508 is a sleeker, more seductive shape. The front end’s purposeful stance is highlighted by the radiator grill, complete with a chrome-plated chequerboard effect, it sits between the LED headlights with the famous Peugeot Lion centred on its grill and the 508 logo on the bonnet.
Vertical LED daytime running lights provide a distinct identity, and the bonnet has been lowered to enhance the dynamic look perfectly aligned with modern Peugeot design language. The roof line of the new Peugeot 508 is low and sleek - following premium sector design cues – and the rear lights are framed in a glossy black horizontal strip that now features on many of Peugeot’s latest vehicles. Three-dimensional full LED rear lights inspired by recent Peugeot concept cars appear like coloured ‘lion claws’ a design feature synonymous with the Peugeot brand.
Cutting-edge technology: PEUGEOT i-Cockpit®
Inside the new Peugeot 508, the focus is on quality and originality. The premium instrument panel is centred around the latest version of the exemplary Peugeot i-Cockpit® which is now in its third generation.
PEUGEOT i-Cockpit® includes:
- A compact steering wheel
- 8 -10-inch HD touch-screen
- Head-up display unit with a high-resolution 12.3-inch digital screen
The central touch-screen is perfectly positioned and accompanied by seven ‘piano key’ toggle switches which operate the main i-Cockpit® features: radio, air conditioning, navigation, vehicle settings, telephone, phone mirroring, and, i-Cockpit® Amplify on the GT-Line trim.
i-Cockpit® Amplify, offers a choice of two completely customisable ambiences; ‘BOOST’ and ‘RELAX’, which awaken the senses:
- Sight: by adjusting ambient-lighting intensity and screen colour
- Sound: through musical-ambience settings
- Touch: via multi-point seat-massage programmes
Entirely customisable with six different display modes, the i-Cockpit® head up display unit is positioned above the steering wheel and presents driving information within the eye line of the driver.
High-end comfort and first-class quality
The choice and quality of materials used in the trim and upholstery – such as Nappa leather - and the attention paid to the finish inside the Peugeot 508, envelops passengers in a soft, modern, refined environment. The careful assembly of all of these components are true hallmarks of luxury saloons.
The AGR-certified seats have been ergonomically designed with a range of electric settings to adjust legroom, height, seat tilting, and lumbar support. The front seats are also both available, as an option, with an eight-pocket pneumatic massage system, with five different massage programmes.
There is plenty of storage space – up to 32 litres – spread out around the passenger cabin, as well as many sockets for charging portable devices. A wide-opening panoramic sunroof floods the cabin with light, and the car’s premium audio system by Focal®, creates optimum acoustics inside the car.
An impressive array of equipment and driving aids
The new PEUGEOT 508 offers a wide range of latest-generation driving aids:
- Adaptive Cruise Control Lane Positioning Assist - the first application in the Peugeot range
- Latest-generation Active Safety Brake
- Lane Keeping Assist
- Driver Attention Alert
- High Beam Assist
- Speed Limit recognition
- Extended traffic sign recognition
- Active Blind Spot Monitoring system
- Visiopark 2 (360° vision)
An intense driving experience
The new Peugeot 508 is faithful to its DNA and benefits from technology and dynamic expertise developed by the PSA Group ensuring a sensational driving experience and breath-taking performance.
The new Peugeot 508 features the PureTech turbo engine with six-speed EAT6 automatic gearbox has an electric gear-lever with one-touch control and electric power-steering ensures the perfect balance between smooth and firm handling for all driving situations.
Made in France
The new Peugeot 508 is produced in the Mulhouse plant in France, and French sites of Trémery and Douvrin provide the powertrain. As such, the model wears the “Origine France Garantie” accreditation, certifying that it is made in France.
The new Peugeot 508 is available in showrooms now with prices starting from $24,600 for the entry level model, up to $35,500 for the premium top-of-the-range ‘GT Line’ model.
Stimulating and rewarding driving, a sleek design and uncompromising quality are the brand’s commitment to its customers and contribute to the emotion that each PEUGEOT provides.
Present in almost 160 countries with more than 10,000 sales outlets, PEUGEOT grew by 4.6% in 2015 with 1,710,000 vehicles sold worldwide. PEUGEOT combines Design, Style and Emotion in all areas, with its ambition to be the world’s high-end generalist brand.
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