Review of the new Peugeot 308 Verve

Out of the recent upheaval in the financial world, a trend has emerged for taking a step back and looking again at the way we do things. In boom times, it's easy to get carried along on the wave of optimism, ignoring the bigger picture. When it all takes a turn for the worse, the search begins for answers as to where we went wrong. Seizing on this tendency for reflection, Peugeot has launched its DriveSexy campaign. Not a call for greater sexual expression on the roads but an invitation to reconsider the way we drive with the aim of encouraging courtesy and understanding amongst road users. The brand also hopes to sell extra cars in the process and leading the charge will be the 308 Verve special edition.

The 308 Verve is one of a series of Verve special edition models that includes a 207 and a 107. They have been conjured up to accompany Peugeot's DriveSexy marketing campaign which is built around TV advertising and the www.DriveSexy.com website. Through the site and various other promotional media, drivers are invited to adopt a slightly different attitude during the time they spend behind the wheel with the laudable aim of contributing to a better world.

Through its campaign, Peugeot invites us to do sensible, courteous things such as; "In the queue, let that car from the left in", "Never drink and drive" and "Drive smoothly to save fuel". These don't sound particularly 'sexy' but then you have the quirkier advice which raises rather more questions. "Use the shop front as a mirror" - shouldn't we be watching the road? "Smile at the driver next to you at the traffic lights" - won't they'll think you're a lunatic? "Wave to a traffic warden, rather than curse them" - they will think you're a lunatic. And finally; "Go for a drive in the middle of the night" - how does this tally with the aforementioned fuel economy drive? DriveSexy might be a bit of a muddle but its heart's in the right place and fortunately the 308 Verve special edition is a much easier concept to grasp.

The Verve special edition isn't available with the 308's sexier engines. Instead, it's the less powerful and more environmentally-friendly options that get the nod. The range opens with the 95bhp 1.4-litre VTi petrol unit which is occupied for over 14s getting the 308 to 60mph from a standing start. The 1.6 VTi has 120bhp at its disposal and can cover the 0-60mph sprint in a livelier 10.8s while diesel customers are catered for by the 90bhp 1.6 HDi which has a 0-60mph sprint of 14s but substantially more torque than either petrol.

"Peugeot's marketing push seems likely to send enough customers in the Verve's direction"

The 308 doesn't rank amongst the sharpest handling family hatchbacks. You can feel the car's weight, especially with the smaller engines as fitted to the Verve models. It works best for drivers who prioritise comfort, with the engines remaining hushed and the ride reasonably composed on good roads. The car corners quite neatly, resisting body roll but its firm suspension does let you know when the surface is less than pristine.

The styling of the 308 has a love it or hate it element to it. The long slits of the headlights and that massive frontal air-intake are nothing if not distinctive and the Verve models enhance the look of the exterior with their 16" Izalco alloy wheels. There's also Verve badging to further underline the car's special edition status.

The interior takes a sober but classy approach. It feels notably more upmarket than inside of the old 307 and even more spacious. All derivatives benefit from expensive looking plastics with the lighter colour options proving particularly eye-catching. The middle section of the dash slopes down into the centre console bringing its controls closer to the driver and creating a snug cockpit effect but you sit a long way back from the base of the steeply raked windscreen with a huge expanse of dashboard to look out across. This, combined with the 308's long front overhang, may present problems when manoeuvring but the A-pillars, a constant impediment to the driver's view in the 307, are much thinner for improved visibility.

Value for money is what the 308 Verve is all about but how does it shape up? It features the front fog lights, air-conditioning, CD stereo, remote central locking, trip computer and electric front windows included on the S derivatives but adds Verve floor mats, larger "16 alloy wheels and Verve badging. These extras come at a price premium of £200 over and above the equivalent S model which has 15" alloys. That seems a reasonable bit of business but the real savings will come in the shape of the special finance deals that Peugeot is offering to accompany the Verve. The car is only available in five-door guise but there's a choice of paint colours which runs from Nera Black and Babylon Red to Hurricane Grey.

Being married to the more efficient engines in the Peugeot range, the 308 Verve specification brings healthy running costs with it. The 1.4 and 1.6 petrol engines return 43 and 42mpg respectively with CO2 emissions of 155 and 159g/km. Predictably, the diesel trumps these with an outstanding 62.7mpg and 120g/km which gives significant tax advantages. You'll pay £750 more for the oil burner than for the 1.6-litre petrol but it should be worth it for higher mileage drivers in particular.

Peugeot thinks we should be more considerate and relaxed when we're driving, enjoying the experience a little more, and it's hard to argue with that. The brand's DriveSexy campaign is aiming to spread the word and to help sell some of Peugeot's Verve special edition models in the process. The 308 Verve brings bigger alloys, smart floor mats and exterior badges for a nominal fee over a conventional S model. It's not gong the capture too many headlines in its own right but Peugeot's marketing push seems likely to send enough customers in its direction.

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