First Sight: Peugeot 3008

“Peugeot’s style strength lies in its prowess at tackling a saloon or hatchback just as effectively as a crossover to create the kind of stylish car that people would really love to own.” The words are those of Peugeot design director, Gilles Vidal, at the launch of the Quartz concept at the 2014 Paris motor show.

But at the same time he told CDN the “concept’s extreme proportions were to avoid the motoring press jumping to the conclusion that the car must preview the firm’s next-generation of crossovers.”

However, such a conclusion wouldn’t have been too far off the mark. The newly-launched, second-generation 3008 has a clear relationship to the Quartz – especially the off-road attitude the car now has when compared to its predecessor; and one that signals Peugeot has clearly decided to build on the trend for perceived quality with one of perceived rugged, off-road ability.

Measurements seem to confirm the all-terrain impression: 220mm ground clearance, a long wheelbase and relatively short overhangs front and rear combine to produce a visually impressive attack angle of 20 degrees in the front and rear.

The designers have added lots of black plastic low down and around the wheelarches; roof rails, a near-vertical grille and a hood that imitates a Range Rover clamshell design; all of which add to the impression of power and perception of an ability to tackle rough terrain when you see the car in the metal.

The 3008’s gloss black roof, a colour called Black Diamond, is highlighted by stainless steel trims that stretch to the rear spoiler and add a touch of class to the rugged feel.

But while the car’s exterior design strongly communicates its off-road potential, there is there is nothing underneath to suggest anything out of the ordinary, apart from the fact that the traction control system, Grip Control, now is called Advanced Grip Control. Not for the first time, and certainly not for last, stylists rule where engineering is absent. For the designer, this matters, but it barely seems to register with the end consumer.

On the inside, the 3008 gets a driver-centric cabin with lots of digital technology – albeit one that doesn’t appear very unlike the old, much criticised first version of the i-Cockpit seen on the 208.

There is a welcome return to physical controls on the centre stack, adding some sensory feedback in the operation. These toggle-switches did nothing more than open a menu, however, meaning that you have to return to the central eight-inch screen to work your way down the different menus. Senses are also stirred by an audio system by French firm Focal, but this is many paces removed from what the Fractal Concept shown in Frankfurt in 2015 promised.

In front of the driver is a new, Audi-sized 12.3-inch screen, supplied by Continental, replacing the traditional instrument cluster. The display has a number of configuration options, all designed in-house by Peugeot with ‘Mini’ being a favourite. Importantly, the screen seems to sit higher than the original i-Cockpit cluster, so the original criticism that it was hard to see at least seemed to be eliminated.

Peugeot design director Gilles Vidal

Another new addition to the car’s cockpit is a scent diffuser called Amplify. It includes a choice of three fragrances from French specialists Scentys called ‘Cosmic Leather’, ‘Aerodrive’ and ‘Harmony Wood’, each diffusing into the air in one of three possible intensity settings. In addition to the design team that worked on the car, and Peugeot design director Gilles Vidal and HMI design manager Olivier Daillance who were actually present at the launch event, we can now add the role of scent designer, parfumier Antoine Lie, to the list.

HMI design manager Olivier Daillance

The interior is a little short on innovation where it comes to use of materials, apart – maybe – from the ‘home design’ textiles found sparingly in the dashboard inlays. The use of the digitally woven textile from the Quartz or some of the other unconventional materials which Peugeot has so convincingly demonstrated since the Onyx onwards, would have been welcome.

However, a nice addition to a car is the e-Kick electric scooter, designed by Peugeot Design Lab, and built by Swiss firm Micro Mobility. Normally stored in the rear of the 3008, where it is also charged, the scooter has a 10km range and is meant for the “last mile”. It’s elegant, albeit conspicuously short on any trace of off-roadability this time.

The 3008 debuted four months before its public debut at the Paris motor show, where it will be shown alongside the replacement for the 5008, built on the same platform. Peugeot’s French neighbour, Renault, has done a good job recently of differentiating between small and big, and still keeping the family feel; let’s hope that Peugeot follows suit with the 3008’s big brother.