Peugeot Ireland has launched the new 208 small car, at a starting price of €14,495 for the 1.0 petrol version, writes Brian Byrne. The 1.4 diesel starts at €17,095.
A 1.2 petrol will also be available from the end of August and pricing for that will be released closer to its arrival.
The car will be available in 3- and 5-door formats, and with three levels of specification, Access, Active and Allure.
A full-size spare wheel, and cruise/limiter speed control are standard at the entry level, while among the extra features in the Active and above is Bluetooth phone linking.
Peugeot Ireland's sales and marketing director Des Cannon said at today's launch that the segment has become much more competitive, with no less than 27 different models now available. The segment represents a fifth of car sales in the Irish market.
The new car is smaller outside than the 207 which it replaces, but improved packaging means there's more room inside for passengers and their luggage.
In a segment that's very price sensitive, the Irish distributor reckons 60 percent of sales are at the Level One equivalent.
The target market is the second car and female sectors, which the two generations previous 206 attracted as a strong buyer base, but a GTI coming down the road is expected to attract young men. The brand will also have a WRC version.
In Ireland abour four in ten are expected to buy diesel, a much stronger proportion than the segment average. All three engines are A rated for Irish CO2 tax purposes.
Pictured below are George Harbourne, MD of Gowan Distributors, Peugeot franchise holders in Ireland; marketing manager Emma Toner and Des Cannon, sales & marketing director.
