Issue link: https://maltatoday.uberflip.com/i/388498
maltatoday, SUNDAY, 28 SEPTEMBER 2014 MOTORING 43 The PEUGEOT 308 GT, with two exclusive and dynamic engines for a powerful personality "DECIDING on a name for a car is similar to the process parents go through when choosing a name for their child – emotionally intense and something for life," explains Vincenza Magliocco, SEAT's Head of Product Marketing for the Ibiza. In the case of the SEAT Ibiza, this naming took place in the 1980s with the proliferation of tourism in Spain. As part of the company's strategy to link each model to a Spanish city, the island was a perfect fit with the target audience for this car – young, with a modern, casual image and Mediterranean spirit. With the launch of the first SEAT Ibiza, the Spanish company "began to plot a new path towards inde- pendence and internationalisa- tion". As a trending destination for global tourism, the iconic island of Ibiza offered an option "that best matched the desired positioning for the new model" explains Magl- iocco. In her opinion a car's name is crucial, which is why it "should be easy to remember and should sound good in any language". Oriol Iglesias, Academic Direc- tor of the ESADE Brand Insti- tute, belongs to the same school of thought, regarding names as"fundamental"According to this expert, the choice of the name Ibiza for this model ticks the three es- sential boxes for a product name"it reflects the defining values of the brand's identity; it can be pro- nounced and remembered easily; and it works in different interna- tional contexts".Meeting these criteria is vital for a company like SEAT, which exports over 80% of its cars and is present in more than 75 countries. Moreover, Ibiza's mayor Virginia Marí believes that SEAT, "has made good use of the Ibiza brand", having helped the name "to transcend bor- ders". She asserts, "the values of the SEAT Ibiza brand image encompass the dynamic, young-spirited nature of the island. After four generations, the car continues to transmit those same values of youth and freshness and also continues to preserve the essence of our country". For Marí, both the car and the island are "re- liable and accessible, because it's a nearby destination that's focused on the consumer/visitor". After 30 years, with four genera- tions of the model and around 5 mil- lion cars sold, Vincenza Magliocco believes that the choice of the name Ibiza for this highly popular model "has been a hit". "Although the initial positioning has evolved over time, becoming more mature and taking on an im- age of high-technology and quality, the Ibiza name still fits well with the car's positioning". In fact, Maglioc- co predicts that the spirit behind the naming of the first Ibiza in 1984 will continue to live on, incorporating new values and future trends so that it will continue to be a success. THE PEUGEOT 308 and 308 SW have seen commercial success with 146 000 units ordered by the end of August. This positive result is due largely to their design, their perceived quality, their innovative i-Cockpit and their efficiency, with record fuel economy and low emis- sions. Following this excellent perform- ance, the 308 range welcomes two dynamic new versions and on both Hatchback and SW body styles. They embody the Brand's continued move up-market strategy, highlight- ed by this year's 2014 Car of the Year award. Behind the wheel of these new ver- sions, whether the GT 205 or GT 180 fitted with the 1.6-litre THP 205 Stop&Start 6-speed manual and the 2.0-litre BlueHDi 180 EAT6 engines respectively, drivers will appreciate the assertive styling and remark- able performance of these vehicles, as well as the exceptional driving experience and reduced level of fuel consumption. The 308 GT is sure to cause a stir among motoring enthusiasts. "The new PEUGEOT 308 has made a leap forward in technology and quality, confirmed by the pres- tigious 2014 Car of the Year award. Today the 308 range welcomes two new dynamic versions. The 308 GT, available in both diesel and petrol, delivers driving enjoyment that represents a clear advantage over the competition." – Maxime Picat, PEUGEOT Brand CEO "The PEUGEOT 308 presents an excellent combination of abilities. With the 308 GT project, we have succeeded in going even further. The GT 205 and GT 180 are resolutely dynamic and perfectly adapted to everyday motoring. This car per- forms remarkably." – Jean-Philippe Lamy, 308 GT project Director Assertive sporty styling The 308 GT's uniqueness is imme- diately apparent and attracts atten- tion. The front end of this dynamic version now houses the lion in the grille with three horizontal blades on either side of the emblem and LED lighting used throughout. For optimum vision in all circumstanc- es, the 308 GT has been fitted with top of the range headlights made up of elements containing 62 LEDs. Exclusive direction indicators also distinguish the 308 GT. Their dy- namic sequential operation, from the inside towards the outside, em- phasise the technological identity of the car. They are placed above the new air scoops which supply the en- gine with additional air. The 308 GT presents a great aero- dynamic and stylistic purity. The black lacquered rear view mirrors merge with the tinted windows. Vis- ibly widened by its sill finishers, the 308 GT sits on 18'' diamond wheels shod with Michelin Pilot Sport 3 tyres. Baptised 'Diamant', these du- al-aspect wheels are exclusive to the 308 GT with their fluted spokes and engraved motif. From behind, the 308 GT is strik- ing for its posture, particularly due to the lacquered black diffuser and decorative twin tail pipes. The GT signature is integrated in the grill, the tailgate and the front wheel pan- els. The range of colours for the 308 GT includes the new and exclusive Magnetic Blue. Evocative of the blue reserved historically for French competition vehicles, this colour suits the car's fluid and dynamic lines, emphasising its ride height, lowered by 7mm at the front and 10mm at the rear. "The 308 GT possesses all the strong points of the 308 range while adopting differentiating styling fea- tures. This car is for demanding and enthusiastic customers looking for exclusivity and dynamism." – Philippe Houy, PEUGEOT 308 Prod- uct Manager An exclusive ambiance is also achieved within the cabin. Based on the fundamentals of a sports interior, both roof lining and upper window pillars are finished in anthracite col- our along with red stitching punctu- ating the upholstery trim and TEP / Alcantara as standard or Club Nap- pa leather as an option. Red stitching is also found on the dashboard, door panels, gear lever gaiter and on the floor mats. The mechanical dimen- sion is represented by aluminium on the pedals and stainless steel sill fin- ishers in the door apertures. Fundamental in a sporty car, the driving position is ideal due to the ergonomics of the PEUGEOT i- Cockpit. The driver can adjust the height and reach of the compact steering wheel, unique with its per- forated leather trim and GT badge. Within the field of vision, the in- strument panel bears a new cheq- uered flag motif background. On switching on the ignition, the driver is welcomed with a GT message and to complement this, the large touch screen displays a new colour scheme dominated by red and black, titled Redline. Young, Mediterranean spirit – like Ibiza, like SEAT