insideKENT Magazine Issue 61 - April 2017 - Page 155

The Peugeot 3008 is aimed directly at the heart of the medium car segment and is the perfect choice for customers who are looking for something different. Whether these customers currently drive a conventional saloon car, MPV, SUV or a hatchback, the 3008 provides a new alternative which spans all these different vehicle types. It has the flexibility and space of an MPV, the rugged looks of a SUV and the vehicle dynamics of a family hatchback. It can be the conventional car for daily use, the family car for weekends and holidays and the adventurous vehicle for those with an active lifestyle. Simply put, the car is greater than the sum of its individual strengths, offering many advantages over a conventional car. A NEW CONCEPT The Peugeot 3008 represents a new and innovative vehicle concept, not only in the Peugeot range, but also in the market in general, known as a “Crossover”. It is positioned at the crossroads between several existing vehicle types: the SUV, the MPV and the hatchback. The 3008 combines many of the strengths found in these vehicles, while at the same time introducing a number of new and original technologies (Dynamic Roll Control, Grip Control, etc) enabling it to provide characteristics not often found in a tall vehicle – driving enjoyment, enhanced traction capabilities while at the same time being eco-friendly. THE PEUGEOT 3008 “CROSSOVER”: A RESPONSE TO A CHANGING MARKET SEGMENT After completing a range of customer research studies and then extrapolating the results of the surveys, it quickly became clear that there were real aspirations on the part of some car buyers for a vehicle that does not fall into existing categories, such as a hatchback, MPV or SUV. The new range of emerging SUVs does convey an image of modernity, leisure and escapism, but are perceived by customers to be too remote from their daily needs and unsympathetic to their growing environmental concerns. These findings strengthened an idea already being considered by the company’s decisionmakers: the future of the motorcar inevitably would involve the hybridisation of different concepts, assisted by the introduction of new innovative technology to bring it to life! AN AMBITIOUS SPECIFICATION COMBINING THE BENEFITS OF SEVERAL DIFFERENT WORLDS A very precise and innovative specification was then established for the project which acquired the in-house code name of "T84". The aim with the T84 was firstly to create a spacious vehicle with an original and dynamic design that also ensured maximum versatility. It would also offer a unique blend of driveability, safety, potential for adventure and leisure pursuits, while at the same time demonstrating a respect for the environment. Finally, it would be attractive both to customers in search of the latest concept (the "earlyadopters") and users looking for a car that would simply make their day-to-day lives easier. To do this, the T84 had to incorporate successfully a number of features from different vehicle concepts that already exist, and derive maximum benefits from each: The forward-positioned front windscreen, interior space, raised driving position and intelligent interior modularity found in the MPV segment. A luxurious interior ambience for the driver, a good driving position and high levels of road-holding are important features of the world of the hatchback that would be taken on board. Elements of style which evoke adventure and functional attributes making daily life easier, such as a split tailgate, a commanding driving position and innovative technology to maximise the “all–road” capabilities, are ingredients taken from the SUV segment. Finally, the T84 project, more than any other within the company, had to reduce its 155