This is the first TV spot from Peugeot promoting their new 108 city car. Predictably, everything about it looks and feels like a the Cosmo cover, with emphasis placed on creativity and uniqueness. "7 universes of personalization" is the slogan they chose for the assortment of options which they hope will make small cars interesting for the customer and profitable for the lion brand.
Potential buyers from the home French market are being encouraged to discover the all-new model at an open-house event organized across the country this weekend. The 108 replaces the 107 and is available in two body styles: 3- and 5-door. In addition, there's a new rag-top roof option which turns the city car into a convertible of sorts, definitely worth a look.
You might think that with flower decals and purple roofs, the 108 is strictly a girl's car, but it's not. Peugeot has worked hard on what's underneath to deliver a 4-seater car with an amazing 4.8-meter turning circle that weighs only 840 kilograms (1,851 lbs). Engine-wise, the 108 boasts a pair of simple units. The base one is a three-cylinder 1-liter who's main attribute is making 88 grams per kilometer. Following it is a 1.2 VTi, also available with a five-speed manual gearbox.
Four trim options will be offered – Access, Active, Allure and Feline. The cabrio model is going to be offered on the mid-range Active and Allure spec. The carmaker is clearly encouraging its customers to personalize with eight body shades, three more for the roof and plenty of interior pieces. 6 patterned themes called Diamond, Kilt, Barcode, Dressy, Tattoo and Sport are available and seem like a reasonable option for €400.
Taking all our objectivity out of the picture, the 108 looks like it's ideally suited to the French market. The styling is typically exaggerated and posh, the dimensions are petite and the marketing is chic. Peugeot are going to shift about 100,000 of these per year and we think the bulk of that is going to be domestic sales.
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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