Pietermaritzburg, KZN – It’s perhaps fitting that PSA South Africa chose the eve of the Westbank/SAGMJ Car Of The Year (COTY) announcement to launch the model it feels confident will be accepting the prestigious award in 12 months’ time.
Of course, every local manufacturer and importer would like to think its newest product offering might qualify for COTY… In the case of the new Peugeot 308, a vehicle that has already garnered numerous international awards and accolades (including the not-insignificant 2104 European Car Of The Year title), you get the sense there’s a newfound swagger and belief in the eyes of the French firm’s local marketing department.
When seeing the new 308 in the metal it’s apparent Peugeot has acknowledged not all markets share French buyers’ penchants for automotive design flair. It’s not to say there isn’t subtle design panache to the newcomer, but I sense that by keeping the compact hatchback’s lines relatively restrained, Peugeot has sought to broaden the model’s appeal. On GT line models (a specification up from the Active), available at the local launch, smart-looking 17-inch alloys complete a fairly aggressive stance while trick “flowing” front indicator signals and LED running lights add to the sophistication of the package. The presence of faux chrome-look exhaust tips (the actual tailpipe is hidden) may be a bit cheeky, but to the untrained eye they add flair to an otherwise fairly generic rear end.
While I’m still not a fan of Peugeot’s i-Cockpit interior design language, specifically the installation of the instrument cluster above (and in the case of the 208, behind) the steering wheel rim, the 308’s configuration is thankfully much more user friendly. From a well-bolstered (semi-leather) driver’s seat it’s clear that, as is the case with the exterior treatment, Peugeot has rid the 308’s interior of any unnecessary clutter and quirkiness. To this end, an easy to operate touchscreen houses nearly all the infotainment and climate control settings. What’s more, the provision of an electronic handbrake has realised improved access to the central storage compartments.
I was somewhat surprised by the inclusion of a 208 GTI-sourced small diameter steering wheel in this altogether larger model yet the benefits thereof became clear once our launch route turned towards KZN’s twisty Midlands Meander route. Whereas at freeway cruising speeds this small wheel is that much more sensitive to minor adjustments, it translates to a livelier, more responsive steering feel on the not-so-straight routes.
Built on an all-new lightweight EMP2 platform, the new 308 is, on average, 140-kg lighter than the model range it replaces. This not only gives the car a newfound sense agility but, crucially, also affords PSA’s impressive new 1,2-litre three-cylinder Puretech petrol engine the best possible opportunity to perform without the burden of unwanted bulk.
And perform it does. In the GT line, with its turbocharger set to 200 bar, there’s 96 kW available at 5 500 r/min with 230 N.m of torque from 1 750 r/min. It’s this low-down torque that provides welcome momentum out of corners while pushing on and punch away from speed bumps around suburban areas. At launch GT line models are offered with a slick six-speed manual transmission (Active versions have a five-speed example). Significantly for this segment (50% of all Golfs sold are fitted with a DSG ‘box), a six-speed automatic option will be available in early 2016. A claimed 4,8 L/100 km combined fuel consumption is, of course, the best advantage of this small capacity powertrain.
Confidence in their product is one thing, but Peugeot South Africa knows there is still work to be done in convincing a less-than-adventurous local market that buying a French-made model doesn’t have to be the gamble it arguably once was. If a standard five year/60 000 km maintenance plan and guaranteed buy back after three years aren’t reassuring enough, a demonstration vehicle can be requisitioned for convenient delivery to your home or work address through a new “we come to you” online service.
In targeting conquest sales at the cost of the class-leading Volkswagen Golf, Peugeot has taken everything good about its German segment rival, including perceived build quality and conservative yet classy styling, and packaged it within a vehicle with just enough French fair and standard specification to remain true to its Gallic roots.
My advice to Peugeot South Africa would be to have an acceptance speech tucked away in my jacket pocket at next year’s SA COTY awards function – unless of course there’s a Porsche among the finalists…
Specifications*
Model: Peugeot 308 GT Line
Engine: 3-cylinder 1,2-litre, turbocharged
Transmission: six-speed manual
Power: 96 kW at 5 500 r/min
Torque: 230 N.m at 1 750 r/min
0-100 km/h: n/a
Top speed: n/a
Fuel consumption: 4,8 L/100 km
CO2: 110 g/km
Maintenance plan: 5 years/60 000 km
Price: R329 900
*According to Peugeot
