Peugeot launches comeback car

Peugeot is aiming to make a “comeback” into the larger car market with the launch of its new 508 model.

/a/b/c/ManPeugeot.jpg

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”.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now