Smooth progress
Peugeot 508 is bigger, lighter, more aerodynamic and more efficient than the model it replaces. Developing a simple, yet aesthetically pleasing proved to be challenging
- Published in Features.
Big improvement: The 508 is longer than the 407 but its 0.26 Cd enables CO2 emissions of 109g/km
Regardless of how a vehicle rides, handles or accelerates, design and technology are two characteristics that really help it to sell. Mainstream OEMs know this and have steadily been pushing their products upmarket to better compete with premium brands.
Peugeot is among them. The RCZ coupe has added some style to the range, while the firm claims that the diesel hybrid powertrain to be launched later this year in the 3008 crossover is a world first.
So when work began four years ago on the replacement for the 407, known within PSA as project W2, there was tension at board level as to what sort of concept should be selected to go forward into series production.
The most challenging task on the project, explains 508 chief designer Pierre-Paul Mattei, was striking the compromise between aesthetics and maintaining Peugeot’s identity – any simple, elegant shape could just end up looking like an Audi, which was not at all what was wanted.
“The 407 was the beginning of a new cycle for Peugeot – the 508 is the heritage to that but with consideration of global design requirements,” says Mattei.
“Getting the right balance was difficult. When we first presented the car to top management they almost didn’t understand it because many thought we’d do another striking design like the 407 – the 508 is very simple.
“They put themselves in the mind of the consumers who were supposed to buy it and then they understood why we designed it like this. The dashboard for example – somebody who is going to buy the 508 is not going to buy the RCZ. You have to match the car to the target.”
China is a big sedan market and an important one to Peugeot – the 508 will be built there – so this meant increasing rear legroom and trunk space. Ride comfort had to improve too, so the wheelbase was increased by 92mm to 2,817mm.
