Now Brazil is the world’s fourth largest auto market, it is no longer made to wait sometimes years for new models launched first in other markets. Case in point: the Peugeot 208 due to hit the showrooms on 13 April, just 11 months after going on sale in Europe.
PSA Brazil is targeting the top of the segment with prices starting at BRL39,990/US$20,000 for the Active trim level with 1.5-litre/92bhp on ethanol engine and topping out at BRL54,690/$27,345 for the Griffe with 1.6 litre/120bhp engine and automatic transmission. The entry level price matches the Citroën C3, the group’s other brand, yet offers better value.
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The target for Brazil is 2,500 to 3,000 208s a month.
The current 207 saloon and hatchback line – [the previous generation 206 with 207 nose and dashboard, like the 206+ sold in Europe – ed] – has been repositioned to start around BRL30,000/$15,000. A three-cylinder/one-litre version of the 208 is due in about a year, lowering the entry price of that range, too.
The 2008 crossover is also coming to Brazil, in the second half of 2014, giving the new Peugeot line more firepower in its battle with rivals from Hyundai, Renault, Honda and Toyota.
The 208 has the longest wheelbase of all compact hatches (2.54 m/100 in) sold in Brazil; it ranks well for interior room but the 285 litre/10 cu ft boot is only average in this class.
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