Launch of the new Peugeot 208 in the Middle-East

September 20,2012

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Launch of the All-New Peugeot 208 in the Middle East

Dubai, UAE – September 19, 2012: Automobiles Peugeot, in partnership with Swaidan Trading Co. LLC and Omeir Bin Youssef & Sons LLC, introduced the all-new Peugeot 208 at a stylish event on September 19 at Art Sawa gallery in Dubai. The vehicle was revealed for the first time in the Middle East at an exclusive event for VIP guests and press, attended by Marc Bocqué, Head of Peugeot International Communications & External Relations, and Jamal Sahl, Head of Peugeot Middle East Regional Office.

Event Highlights

The Peugeot 208 slogan, “Let Your Body Drive”, set the theme for the event. Guests enjoyed:

Music and blue light rays
A selection of canapés and drinks
A spectacular breakdance performance before the vehicle unveiling

Peugeot 208 Overview

“With the 208, we launch here in the Middle East the heir to a hugely successful car range, the Peugeot ‘200 Series’,” stated Marc Bocqué. He emphasized that the 208 is much more than a generational leap; it entirely reinvents the standards of the small car segment with:

Advanced design
Innovative architecture
Modern powertrains
Outstanding driveability, road holding, and comfort

Innovative Design Features

The Peugeot 208 has been completely rethought in terms of instruments and controls, designed to transform the everyday life of its driver and occupants. Key design elements include:

A smaller steering wheel
An instrument panel with a raised position

These features create a more intimate relationship between the vehicle and the driver, making the car feel like an extension of the driver’s persona.

Specifications of the Peugeot 208

The new 5-door, automatic 1.6L-120 Hp Allure model comes equipped with:

16” “Black Diamond” alloy wheels
Tinted rear windows
A 6-speaker sound system
USB/deported Jack plug
Bluetooth connectivity
Remote controls on the steering wheel

Additionally, a variety of optional equipment is available, including:

Panoramic glass roof with manual curtain
Speed limiter and cruise control
Dynamic leather seats
LED lighting package with mood lighting
LED ceiling lights
Halogen elliptical module headlights

Environmental Impact

With the 208, Peugeot achieves impressive milestones in:

CO2 performance
Weight reduction
Improved aerodynamics

Strategic Importance of the Peugeot 208

“The 208 is strategic for Peugeot in the Middle East, replacing the 207, which has seen tremendous success in the region since its launch. Today, there are over 30,000 207s circulating in the GCC,” remarked Jamal Sahl. He also noted that all Peugeot showrooms and workshops in the Middle East have been refurbished to align with Peugeot’s new corporate identity.

Expansion Plans in KSA

Peugeot is increasing its presence in Saudi Arabia by partnering with the well-known HHA Group. This year, nine new showrooms and workshops were opened in KSA, with plans to double that number in 2013 to ensure a larger and stronger presence in the region.