The new generation 2023 Peugeot 408 was previewed earlier this year in Thailand but the model has yet to go on sale in our part of the world. China is the only Asian market to sell the latest Peugeot 408, now a tall-riding crossover that combines the styling of a coupe and an SUV.

Korea is the first Asian market outside of China to launch the 2023 Peugeot 408.

“The direction in Korea can undoubtedly have a halo effect in other global markets, which is why we swiftly introduced this model in Korea,” said Peugeot CEO Linda Jackson at the latest 408’s launch in the trendy Gangnam district in Seoul.

Only one engine option is available – the 1.2-litre 3-cylinder turbocharged Puretech unit that makes 131 PS and 230 Nm. The engine is paired to an 8-speed automatic transmission.

The one previewed in Thailand in March is a 1.6-litre turbocharged 4-cylinder PHEV that’s boosted by a 12.4 kWh battery pack, making a total system output of 225 PS and 360 Nm.

Also read: All-new 2023 Peugeot 408 previewed in Thailand, could this fastback crossover come here?

Prices in Korea start range from 42.9 million Won for the Allure variant and 46.9 million Won for the GT variant. For reference, a Kia K5 starts from 24.5 million Won.

A lightly disguised Peugeot 408 was spotted in Malaysia last month, wearing Kedah-registered trade plates, suggesting that the car belongs to Stellantis (their plant is in Gurun, Kedah).

Distributor Bermaz Auto Alliance has yet to say anything about its future model plans other than the fully electric e-2008. Currently, Peugeot has three models on sale in Malaysia, all SUVs – the 2008, 3008, and 5008 – all locally-assembled at Stellantis’ plant in Gurun.

Also read: Spied: 2023 Peugeot 408 seen in Malaysia, is this stylish French car launching here soon?