July, 2026

3 minutes read

Some press drives are simply about getting behind the wheel. Others feel more like stepping into a carefully crafted screenplay.

Bathed in the warm Mediterranean light of Southern France, the new PEUGEOT 408 was unveiled to the international press in the heart of Provence, offering the perfect setting for its first official media test drive.

Choosing Marseille and its surrounding landscapes was no coincidence. Dramatic limestone cliffs overlooking the deep blue Mediterranean, winding roads lined with pine trees and the unmistakable light of the French Riviera created an exceptional backdrop for showcasing the bold design of the new PEUGEOT 408.

Journalists got their first look at the new “Flare Green” colour under bright sunshine. This standard colour really comes to life in natural light, revealing subtle yellow and golden reflections that change depending on the light.

The exterior updates are refined yet distinctive. Like the new 308, the 408 features a redesigned illuminated grille, while the LED headlights with PEUGEOT's signature three-claw lighting give the front end an even stronger personality. At the rear, the illuminated PEUGEOT lettering creates an unmistakable signature, ensuring the New PEUGEOT 408 stands out both day and night.

Inside, technology takes centre stage, particularly in the new GT Premium trim. Sitting at the top of the range, it delivers a truly premium experience with Alcantara® upholstery, heated, electrically adjustable and massaging front seats, wireless smartphone charging and PEUGEOT's most advanced connected infotainment system.

The press briefing took place in a Pathé cinema, where journalists settled into plush red velvet seats with popcorn in hand, setting the tone for an experience that was anything but ordinary. Following a series of short film screenings, they attended the full presentation of the New PEUGEOT 408, immersed in the intimate atmosphere of the Pathé Plan de Campagne cinema, just north of Marseille.

The message was clear from the outset: PEUGEOT continues to strengthen its close relationship with the world of cinema.

The first drive featured one of the three available powertrains: the fully electric E-408 210 hp, equipped with a 58 kWh battery. Even on the winding roads above Marseille, the fastback proved remarkably composed and enjoyable. Acceleration is immediate, reaching 62mph in just 7.2 seconds, making overtaking both effortless and reassuring—all in near silence. At a more relaxed pace, lowering the windows allows drivers to fully appreciate the refreshing Mediterranean breeze.

Journalists also had the opportunity to experience the new 240 hp Plug-in Hybrid. Combining a 180 hp 1.6-litre four-cylinder petrol engine with an electric motor and rechargeable battery, it delivers impressively low fuel consumption. In real-world driving, the promise proved true: with a fully charged battery, the combustion engine remains discreet, engaging only when necessary and significantly reducing fuel usage.

Performance is equally impressive. As the most powerful version in the range, the Plug-in Hybrid delivers particularly strong acceleration, especially in Sport mode, where both power sources combine to provide confident, effortless performance.

The final drive of the day focused on the new 145 hp Hybrid. Powered by a 1.2-litre three-cylinder mild-hybrid engine, this version immediately impressed with its agility. Without a large high-voltage battery, curb weight is kept to just 1,469 kg, enhancing steering precision and driving responsiveness. Its greatest strength, however, lies in its efficiency: with combined consumption from 48 - 58 mpg*, it is perfectly suited to everyday and urban driving.

Another highlight of the event was an exclusive visit to the Provence Studios, a major hub for film production in south of France. Surrounded by film sets, workshops and sound stages, the new PEUGEOT 408 stepped behind the scenes of the movie industry.

Journalists were also invited to take part in a hands-on filmmaking workshop, offering a creative interlude during the driving programme.

Waiting on the studio's vast outdoor set—with panoramic views over Marseille—was a very special guest: one of the ten official PEUGEOT 406 Coupé V6 cars used during the filming of Taxi 3.

Taking the passenger seat alongside a professional stunt driver, participants experienced the legendary sports coupé in action once again. Hard acceleration, tight corners and dramatic braking recreated the excitement that made the 406 an icon of French cinema. It was a memorable reminder that some PEUGEOT models have left a lasting mark far beyond the automotive world.

A symbolic handover, in many ways, between a true cinematic icon and the new PEUGEOT 408—ready to write the next chapter of its own story.

The Marseille event forms part of a broader strategy, notably through PEUGEOT's partnership with Pathé. Together, they celebrate a form of cinema that is bold, accessible and deeply rooted in French culture—values that have long been shared by the Brand.

Both on screen and behind the scenes, PEUGEOT continues to play an active role within this creative ecosystem, embodying a modern French art de vivre in constant motion.

Through this international press drive, the new PEUGEOT 408 once again demonstrates its unique character. More expressive and more assertive than ever, it is ready to carve out its own place in today's automotive landscape.

A true debut in the spotlight—and one that could hardly have opened with a better first scene.

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