Standard equipment includes 17-inch alloy wheels, fog lights, leather/cloth seat trim, satellite navigation with seven-inch touchscreen, dual-zone climate control, cruise control, heated electrically foldable door mirrors and auto-dipping rear-view mirror.
Compared with the $2200-cheaper but auto-only Polo GTI and $4000-cheaper and manual-only Fiesta ST, the 208 GTi gets part leather, an extra zone for the climate control and touchscreen sat-nav over both.
Peugeot cites that fixed-price servicing – at $370 per 15,000km or annual service until 60,000km or three years – and a package where owners cite the number of kilometres the car will travel over a two-, three- or four-year period and agree upon a future trade-in value further enhances the value proposition.
The Peugeot 208 GTi claims a 6.8-second 0-100km/h and 5.9L/100km combined. Compared with the regular 208 it gets wider tracks – up 10mm front/20mm rear – recalibrated dampers, reworked anti-rollbar and front subframe, enhanced rear crossmember rigidity, and unique suspension.
With the 208 GTi, Peugeot is targeting 35- to 50-year-old males with no kids who have a high household income of $150K plus and who have a “strong passion for a driver-focused sports car”.
The brand claims the average buyer is a risk taker, prepared to pay more for quality, is adventurous, loves technology, and feels individuality is important.
Peugeot will lead with a brand campaign titled ‘GTi is Back’ with the ‘i’ in red complementing the ‘Back’ also in red. It will be run on television and have a strong digital schedule.