Country for PR: China
Contributor: Xinhua News Agency
Wednesday, June 22 2022 - 17:24
New Peugeot model debuts in China's Auto Valley with fresh brand image
WUHAN, China, June 22, 2022 /Xinhua-AsiaNet/--

The new Peugeot 408 has made its world debut in Wuhan Economic & Technological 
Development Zone (WHDZ), also known as China's Auto Valley. To one's surprise, 
in the middle of the front face of the new 408, a new shield-shape lion logo 
replaces the previous standing lion cub as the brand's image.

This year marks the 30th anniversary of the founding of Dongfeng Peugeot 
Citroen Automobile Company LTD (DPCA). DPCA has developed together with the 
WHDZ in the past three decades.

On May 16, 1991, bearing the national mission of developing the automobile 
industry, the WHDZ officially broke ground in Wuhan's Zhuankou. The vast 
deserted land has been sleeping for a long time began to wake up, and the dream 
of building China's automobile capital set sail.

After more than 30 years of development, the WHDZ has transformed from a 
project into a city, and the annual output of automobiles has ballooned from 
1,000 to one million, an increase of nearly 1,000 times, making it one of the 
regions with the highest concentration of automobile manufacturing industry in 

Within less than 500 square kilometers, it has attracted 9 vehicle enterprises, 
13 vehicle factories that have been built or are under construction, and more 
than 500 world-famous parts supporting enterprises from countries such as the 
United States, Britain, Japan, Germany and France. State-owned auto 
enterprises, new comers and emerging forces develop together in the WHDZ, 
elevating the region to one of the most competitive auto districts and counties 
in China, and the WHDZ gains the reputation of China's Auto Valley.   

In October 2002, Dongfeng Company signed a joint venture contract with France's 
PSA Peugeot Citroen Group in the Great Hall of the People in Beijing. As an 
important part of the contract, the Peugeot brand made a comeback to the 
Chinese market by means of establishing Peugeot. Over the years, Peugeot 206, 
307, 408 and other models have entered many families, making Peugeot one of the 
mainstream joint venture automobile brands in China.

In particular, Peugeot 408 has been upgraded and modified for many times since 
its launch, with a cumulative sales volume of nearly 600,000 units in 12 years, 
including nearly 8,000 units exported overseas. In 2015, the 408 model was 
thrown into the spotlight, with annual sales exceeding 100,000 units and 
becoming the star model of DPCA and Peugeot.

The automobile market is always changing fast. DPCA and Peugeot have posted 
steady rises amid competition. In October 2020, DPCA launched a project and a 
campaign at the DPCA Automotive Cultural Festival. The project upgrades DPCA's 
mid-term business strategy to more localized products, more accurate marketing, 
more reliable services and more efficient operations. The customer-focused 
campaign seeks to offer more quality services throughout the car purchase and 
use experience.

These efforts have brought changes. In 2021, Peugeot got a refresh with a new 
brand strategy to compete in the Chinese passenger car market again. Peugeot 
sold 51,000 vehicles in 2021, registering a year-on-year increase of 74 percent.

DPCA takes customer as the focus and keeps pressing ahead with innovation, 
which is also a solid step on the road of helping the WHDZ build China's Auto 
Valley and a world-class automobile industry cluster.

To make products more localized, half a year ago, Dongfeng Citroen launched the 
Versailles C5 X, which became a market hit immediately. Now the new 408 has 
gone global from China's Auto Valley with a bright future.

Source: DPCA

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   Caption: New Peugeot 408