2014 Peugeot 308 unveiled

While most new cars nowadays end up being larger and heavier than their predecessors, Peugeot is bucking that trend with its 2014 308.

Measuring 4.25 metres (13’ 11”) from bumper to bumper, the C-segment hatchback is actually a couple of centimetres shorter than the first-generation 308. That makes it about the same length as a current Volkswagen Golf, but noticeably more compact than the Vauxhall Astra or Ford Focus.

2014 Peugeot 308. Scroll down for more images.

Perhaps more significantly, Peugeot has reduced the car’s weight by an average of 140 kg (308 lbs) across the range. That’s mainly because the 308 is underpinned by the newly-developed EMP2 modular platform, which incorporates a clever use of materials.

The knock-on benefits of less bulk include better efficiency (one variant is reckoned to offer carbon dioxide emissions of just 85 g/km) as well as enhanced ride and handling characteristics.

And the new 308 will need to perform well right across the board. Not only does it face some very talented competitors, but Peugeot is also claiming the 308 is a key ingredient in its strategy to move upmarket.

Of course, a brand saying it’s becoming more premium means absolutely nothing unless customer perception changes accordingly. Therein lies the challenge for Peugeot.

One element that’s supposed to signal the 308’s upmarket qualities is the styling, which is described as ‘classy and dynamic’. It’s neat enough, inoffensive and certainly an improvement on the existing model.

Likewise, the focus on the inside has been refinement. However, some drivers might be put off by the odd-looking cockpit, which uses the same small steering wheel and ‘head up’ instruments arrangement as seen in the recently-launched 208 supermini.

The centre console-mounted 9.7” touchscreen is likely to be more acceptable, though. It controls the infotainment and climate systems, thereby doing a good job of de-cluttering the dashboard.

Peugeot undoubtedly has strong aspirations for the 308, which will be built at the Sochaux plant in France. However, unless its new model can take on and at least equal accomplished rivals such as the Volkswagen Golf, Peugeot is destined to remain a mainstream marque.

After a public debut at September’s Frankfurt Motor Show, sales of the 2014 Peugeot 308 will begin across continental Europe. The UK market launch has been scheduled for January 2014.

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