29 Jun 07
Since the 307 was launched the world has changed - partly as a result of the 307 itself. We're all more concerned about crash safety, emissions and recyclability, and we've come to take it for granted that family hatchbacks will have an MPV-style spaciousness about them, a trend begun by the 307 with its 'semi-tall architecture', in Peugeot's inelegant phrase.
So when designer Keith Ryder and his team got their brief, it included the instruction to stick with the 307's semi-tall concept and to build it on the 307 platform. He needed to factor in the need to score highly in crash tests, which involves extra metalwork at front, back and sides. The 308 would also have to cope with a wide range of petrol and diesel engines, and possible future hybrids.
'Our job is to make it as dynamic and stylish as possible within those parameters,' he says.
And he knew from day one that there was no point in designing a hatchback that looked great in isolation but couldn't be adapted into an estate and a coupe-convertible that were recognisably related: 'It's designed to be part of a family.'
