Both groups annually assess newly launched vehicles in South Korea and select winners by category. Peugeot said the results formally recognized the model’s design strengths as well as the brand’s credibility and product competitiveness in the local market.
AWAK conducted on-road testing of 41 vehicles in January at Everland Speedway in Yongin, Gyeonggi Province, then finalized winners after scoring 22 detailed items including design, performance, convenience and safety, efficiency and innovation.
The 3008 was named “Design of the Year” after receiving 50% of the vote in the design category. Peugeot’s 308 Smart Hybrid, which the company said signaled the start of smart hybrids in South Korea, also won “Internal Combustion Crossover of the Year,” highlighting the competitiveness of Peugeot’s smart-hybrid lineup.
KAJA held its final judging on Feb. 5 at the Korea Transportation Safety Authority’s Korea Automobile Testing & Research Institute (KATRI) in Hwaseong, Gyeonggi Province. It said it weighed overall product value and consumer purchase intent using 10 indicators, including exterior design, interior and perceived quality, instrument layout and ease of operation, handling and driving feel, acceleration, noise and vibration performance, high-speed stability and braking, safety and convenience features, fuel economy and maintenance, and price and purchase intent.
In KAJA’s “Design of the Year” category, where seven models competed, the All-New 3008 Smart Hybrid received the highest evaluation. The association cited a fastback profile that modernizes Peugeot’s signature “feline look,” a forward-looking “Panoramic i-Cockpit,” and what it called reasonable price competitiveness, describing the vehicle as a key model for the brand’s next step forward.
“Peugeot’s 3008 sweeping the design category at both major journalist associations means the strength of Peugeot design has been clearly recognized by Korean customers and the market,” Bangsil, CEO of Stellantis Korea, said. “Building on our strong design DNA, Peugeot will establish itself as a brand that delivers an experience beyond expectations by adding product appeal — including smart-hybrid technology — and price competitiveness,” Bangsil said.
* This article has been translated by AI.
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