Peugeot 308 Makes First Public Appearance at 2013 Frankfurt Motor Show
The new Peugeot 308, built on PSA’s EMP2 platform and targeting the compact segment, was officially unveiled to the public at the 2013 IAA in Frankfurt.
Peugeot’s all-new 308 made its public debut at the 2013 Frankfurt Motor Show, marking a critical launch for the French manufacturer as it seeks to regain ground in the compact hatchback segment. The model, which had been revealed online earlier in the year, is built on the new EMP2 platform developed by PSA, offering reduced weight and improved efficiency over its predecessor. This debut is seen as a pivotal moment for Peugeot, with the 308 carrying many of the company’s hopes for a return to profitability in a highly competitive European market.
New EMP2 Platform and Dimensions
The 308 is the first Peugeot to be produced on the EMP2 (Efficient Modular Platform 2) architecture. This new platform is designed to underpin a range of PSA models, focusing on weight reduction, modularity, and improved efficiency. Compared to the outgoing 308, the new model measures 4.25 metres in length and 1.46 metres in height, making it both shorter and lower. Despite these changes, Peugeot claims that the interior is more spacious, with a notable increase in luggage capacity. The boot now offers 470 litres of space, which is among the best in class for a compact hatchback.
The reduction in exterior size, combined with clever packaging, allows the 308 to provide generous room for passengers and luggage. This is a significant selling point for families and those who require practicality from their hatchback. The EMP2 platform also contributes to a weight saving of up to 140kg compared to the previous generation, which benefits both fuel economy and handling.
Design and Interior Features
Styling for the new 308 draws heavily from the smaller 208, with sharp lines and a more modern appearance. The front end features a prominent grille and sleek headlights, giving the car a distinctive look within the Peugeot line-up.
Inside, the cabin adopts the brand’s latest ‘i-Cockpit’ design philosophy. This includes a compact steering wheel, an elevated instrument cluster for improved visibility, and a tall centre console dominated by a 9.7-inch touchscreen. The touchscreen replaces many of the traditional physical buttons, resulting in a cleaner dashboard layout.
The interior design aims to create a more engaging driving experience, with controls positioned for ease of use. The ‘i-Cockpit’ layout is intended to give the driver a sense of control and connection with the car, while the increased use of soft-touch materials and improved build quality reflect Peugeot’s intention to move the 308 upmarket.
Engine Range and Efficiency
At launch, the Peugeot 308 offers a range of petrol and diesel engines. The entry-level petrol engine is a 1.2-litre VTi producing 82hp, aimed at those prioritising economy and low running costs. Diesel buyers can select a 1.6 HDi FAP with 92hp or a more powerful 1.6 e-HDi FAP delivering 115hp. For drivers seeking greater performance, the 1.6 THP petrol engine is available with outputs of either 125hp or 155hp. Transmission choices include both manual and automatic gearboxes, depending on the engine variant.
- 1.2 VTi petrol, 82hp
- 1.6 HDi FAP diesel, 92hp
- 1.6 e-HDi FAP diesel, 115hp
- 1.6 THP petrol, 125hp or 155hp
Peugeot has placed a strong emphasis on reducing CO2 emissions and improving fuel economy across the engine range. These improvements are made possible in part by the lighter EMP2 platform, as well as advancements in engine technology. Lower emissions and improved efficiency are central to Peugeot’s strategy for meeting increasingly stringent European regulations and appealing to eco-conscious buyers.
Position in Peugeot’s Range and Market Strategy
The new 308 is positioned as a more upmarket model than its predecessor, reflecting Peugeot’s wider strategy to improve margins and elevate its brand image. With the European compact hatchback market remaining highly competitive, the success of the 308 is seen as pivotal for PSA’s financial recovery efforts. The car’s debut at Frankfurt places it in direct competition with established rivals such as the Volkswagen Golf and Ford Focus.
Peugeot is relying on the 308’s modern platform, efficient engines, and updated interior to attract buyers away from these rivals. The company hopes that the combination of innovative design, improved practicality, and competitive running costs will help the 308 stand out in a crowded segment. As part of its strategy, Peugeot is also aiming to enhance perceived quality and offer more features typically found in higher segments.
EMP2 Platform: Technical Impact and Broader Implications
The EMP2 platform represents a significant investment for PSA Peugeot Citroën, designed to underpin a wide variety of models across the group. For the 308, this means not only reduced weight but also increased flexibility in production and the potential for future electrified variants. The modular nature of EMP2 allows Peugeot to adapt the platform for different body styles and technologies, which is expected to deliver cost savings and efficiency improvements across the company’s range.
By reducing the weight of the 308 by up to 140kg compared to the previous model, the EMP2 platform helps to improve both fuel efficiency and handling. This weight saving is achieved through the use of high-strength materials and innovative manufacturing techniques. The flexibility of the platform is expected to benefit not only the 308 but also future models across the PSA group, supporting a range of powertrains and body styles.
Conclusion: Significance of the 308’s Debut
The public unveiling of the Peugeot 308 at the 2013 Frankfurt Motor Show is a key moment for the brand. As Peugeot aims to strengthen its position in the compact hatchback segment, the new 308’s modern platform, increased practicality, and upmarket ambitions are central to its appeal. The success of this model is likely to have a significant impact on Peugeot’s fortunes in Europe and beyond, as the company seeks to return to profitability and rebuild its reputation among buyers.
With its fresh design, innovative interior, and efficient engine line-up, the Peugeot 308 is set to be a strong contender in an intensely competitive market. The Frankfurt debut signals Peugeot’s determination to compete with the best in the segment, offering buyers a compelling alternative to more established rivals.
