February can be a miserable time of year; the fun of Christmas and New Year is almost forgotten and the summer seems like a long way away. Peugeot wants to fight the season's negativity with its new DriveSexy advertising campaign.
The idea is to encourage positive behaviour on the road; equating bad and rude driving with ugly and stupid behaviour there is a web site,
drivesexy.com, to encourage good behaviour. Tips include letting people in to traffic queues, smiling at other drivers and going for a late-night drive just for the sake of it.
Tied in with the DriveSexy campaign are three special edition versions of the Peugeot 107, 207 and 308. These models feature extra equipment including air-conditioning, special trim and unique "Verve" badges and floor mats. Other extras include 14-inch alloys and a rev counter for the 107; the 207 comes with the "sport" front bumper with integrated fog lamps, 15-inch alloy wheels and Bluetooth; the 308 also features Bluetooth and 16-inch "Izalco" alloy wheels.
The 107 is powered by a 69bhp engine and costs £8,145. A choice of 75bhp petrol or 68bhp diesel power and three- or five-door body styles are offered on the 207 Verve with prices starting at £9,490. Three engines are offered on the five-door 308 with a choice of 95- or 120bhp petrol power and a 90bhp HDi unit. The 308 Verve is available from £12,495.
The Verve models are available at participating dealers with the campaign featuring the 207 starting this week while the 308 Verve will be promoted from March.
John Lambert - 5 Feb 2009