Launch of the 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 in the presence of Marc Bocqué, Head of Peugeot International Communications & External Relations, and Jamal Sahl, Head of Peugeot Middle-East Regional Office.  

The Peugeot 208 slogan, “Let Your Body Drive”, was the theme of the event, with music and blue light rays surrounding the guests, who were treated to a selection of canapés and drinks ahead of gathering in front of a large screen for the reveal of the new car. Breakdance performers entertained the crowd in a spectacular routine before the vehicle was unveiled for all to see. 

“With the 208, we launch here in the Middle-East the heir of a hugely successful car range, the Peugeot ‘200 Series’,” said Marc Bocqué. “208 is much more than a generational leap; it reinvents and regenerates entirely the standards of the small car segment with an advanced design, innovative architecture, modern power trains and outstanding driveability, road holding and comfort.”

The Peugeot 208 has been completely re-thought in terms of instruments and controls and is designed to transform the everyday life of its driver and occupants. The 208 is now breaking previously established codes, and offers a new unforgettable driving experience. Design elements such as the smaller steering wheel and the instrument panel with its raised position create a more intimate relationship with the vehicle in which the car feels like an extension of its driver.

The new 5 door, automatic 1,6L-120 Hp Allure model comes with: 16” “Black Diamond” alloy wheels, tinted rear windows, a 6 speaker sound system, a USB/deported Jack plug, Bluetooth and remote controls on the steering wheel all as standard. A variety of optional equipment is also on offer: the panoramic glass roof with manual curtain, speed limiter and cruise control, dynamic leather seats, LED lighting package with mood lighting, LED ceiling lights and halogen elliptical module headlights plus much more.

With the 208, Peugeot reaches impressive milestones in CO2 performance, progress in terms of weight reduction and improved aerodynamics.

“The 208 is strategic for Peugeot in the Middle-East, as it replaces the 207 which has had tremendous success in the region since its launch on the market. Today, we have more than 30,000 207s circulating in the GCC,” said Jamal Sahl. “To welcome the 208, all our showrooms and workshops in the Middle-East have been refurbished and are in line with Peugeot’s new corporate identity.”

Peugeot is increasing its presence in KSA by tying up with a new partner, HHA Group, a well known and established family in Saudi Arabia. Nine new showrooms and workshops have been opened in the KSA this year, and they are planning to double that number in 2013 in order to ensure a larger and stronger presence of Peugeot in the region. 

The Peugeot 208 Allure and Active models are now available and showcased in all Peugeot dealer showrooms in the Middle-East.