On October 21, in Ho Chi Minh City, THACO AUTO and Peugeot celebrated 10 years of cooperation with the event "Legend to New Era." The event expressed gratitude to customers and marked the beginning of a new era for the Peugeot brand, with a new generation of products, a new identity, and the launch of the new-generation Peugeot 408, an SUV Coupe model that applies the new global Peugeot identity.

The program was attended by representatives of the French Consulate-General, executive teams of Stellantis ASEAN, Jardine Cycle & Carriage Limited (JC&C), THACO and THACO AUTO.


Executives from THACO, THACO AUTO and Stellantis are congratulating on a decade of cooperation between THACO and Peugeot

From legend to new era

Mr. Nguyen Quang Bao, the THACO AUTO President recalled the Peugeot brand's early presence in Vietnam in the 1930s, through a wide range of products, including pepper mills, sewing machines, especially bicycles.


THACO AUTO President Nguyen Quang Bao is making a speech at the event

In the 1970s, Peugeot cars were the most luxurious passenger car brand in Southern Vietnam, symbolizing the status of Saigon's upper class. However, Peugeot cars from before 1975 have gradually disappeared, becoming legends in the minds of Vietnamese people. They were only known through stories from the previous generation and the few remaining products that are cherished as precious souvenirs.


"Legendary" Peugeot cars display area

In 2013, THACO AUTO and Peugeot signed a cooperation agreement to transfer technology for the production, assembly, and exclusive distribution of Peugeot passenger cars in the Vietnamese market. The introduction of three all-new Peugeot SUV models—the 2008, 3008, and 5008—with luxurious and distinctive designs, modern technology, and reasonable prices has been instrumental in helping Peugeot cars win over customers and achieve sales success in Vietnam.

In the past decade, THACO AUTO has sold over 35,000 vehicles in Vietnam, with a record-breaking 10,000 vehicles sold in 2022, making it the leading European car brand in the country. The THACO AUTO President also mentioned an unprecedented merger in the global automobile market between the two of the world's oldest and most renowned automakers in Europe and the world which combined 3 automakers: FIAT from Italy, Chrysler from America, and PSA from France to form Stellantis Group in 2021.


The front of Peugeot 408, GT version

As a result, Stellantis now owns 14 of the world's leading car brands. The Peugeot brand and its new generation of products embody the design and technology excellence of Italian supercar and luxury brands, the strength and modernity of America, and the sophistication and romance of France. And today, Peugeot and THACO AUTO are entering a new era for the Peugeot brand in Vietnam with the launch of the new-generation Peugeot 408.

The new generation Peugeot 408 - an SUV Coupe model with the latest global Peugeot identity

The new generation Peugeot 408 was launched with 3 versions: Allure, Premium and GT, with 5 color options, especially the new color Obsession blue. The car is designed with an SUV Coupe style, harmoniously combining the strong sporty elements of SUVs, the elegance of traditional sedan lines and the unique coupe-shaped rear end. The new generation Peugeot 408 carries the latest identity of the Peugeot brand with a prominent logo combined with a unique edge-to-edge grille, creating a feeling of limitlessness, and is characterized by lion fang and claw LED lighting systems.



The new generation Peugeot 408 has a spacious and scientifically arranged interior space, designed in the Peugeot New i-cockpit language, optimizing the audio - visual - tactile experience, bringing a unique and special feeling. The car model creates a highlight with a wide field of view and intuitive 3D display. The central control area has a futuristic design. The driver-facing touch display screen is scientifically arranged, easy to access and operate, the air conditioning system combines air quality control features, and a realistic and immersive sound system.



The car model was developed on the 3008 chassis, improved and upgraded to integrate the new generation technology of Stellantis Group, helping the car reduce weight, increase sound insulation and provide stability, meeting the most demanding performance requirements. The new generation 1.6 Turbo Puretech engine is exceptionally powerful, combined with an 8-speed automatic transmission to accelerate from 0 to 100 km/h in 8.8 seconds. In addition to advanced safety equipment on existing Peugeot models, the new generation Peugeot 408 is also enhanced with new advanced smart features.



To celebrate 10 years of cooperation between THACO AUTO and Peugeot, THACO AUTO is offering a 5-year unlimited kilometer warranty on all Peugeot cars, a discount of up to 15% on spare parts prices, Mobile Services for remote customer care, and Mobility Services for transportation support during vehicle warranty. These benefits are designed to provide customers with peace of mind and convenience throughout the ownership process.


THACO AUTO announced the following prices for the new-generation Peugeot 408 at the event: Allure version (VND999 million), Premium version (VND1,099 billion), and GT version (VND1,249 billion). Customers who purchase a new-generation Peugeot 408 before December 31, 2023 will receive a promotional voucher worth VND30 million. They will also receive vouchers worth VND10 million for the Peugeot 2008, 3008, 5008, and Traveller.