The “design-led” 508 marks Peugeot’s strategy to focus on design not just product durability and move towards consistent design across its range instead.
The model launches in April and will be supported with an international advertising campaign in March to build awareness.
Peugeot marketing director Christian Stein says the 508 launch is Peugeot’s “comeback” designed to “recover a strong place in the market” alongside rivals like the Volkswagen Passat.
The “Quality Time” campaign positions the 508 as the solution for modern, hectic life.
Stein says it emphasises the quality and design of the car and encourages drivers to “spend some time with your car for a rest”.
The TV campaign will be supported by a major experiential campaign designed to get the drivers to experience the new model., and could be complemented by activity I local markets.
Peugeot is also planning a campaign in March to promote its recently launched iOn, the first 100% electric car on the market. Stein says both iOn and 508 are strategic to the brand’s 2011 activities adding that iOn is a “brand statement model”.