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Novak Djokovic at the heart of new 508 PEUGEOT SPORT ENGINEERED advertising campaign


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Because he shares PEUGEOT’s values, tennis champion Novak Djokovic – world number one in the ATP rankings, winner of the French Open in 2016 and ambassador of the Brand – is the main protagonist of the new 508 PEUGEOT SPORT ENGINEERED advertising campaign which started on 30 May, the opening day of the French Open. With all-wheel drive, petrol/rechargeable battery hybridisation and 360 bhp, the 508 PEUGEOT SPORT ENGINEERED combines high performance and low emissions (46g of CO2 per kilometre, WLTP protocol), features that appeal to Novak Djokovic, who is very mindful of protecting the environment. Excellence, Allure, Emotion are PEUGEOT’s core values, which the champion Novak Djokovic shares. The PEUGEOT ambassador has also held the top spot in the ATP rankings for 322 weeks – an historic record, a series that is still ongoing.

With its history, its ambitious electrification strategy and its ‘Power of choice’ which gives the public the possibility to choose different types of engines, the PEUGEOT brand is continuing its strong dedication to the energy transition. The 508 PEUGEOT SPORT ENGINEERED is asserting this by introducing the concept of Neo-Performance, a more responsible and virtuous performance.

“At PEUGEOT, Neo-Performance means responsible sports cars, the perfect alliance between sportiness and electrified technology, for low CO2 emissions. As the world’s leading tennis player, Novak Djokovic is the ideal ambassador for our new 508 PEUGEOT SPORT ENGINEERED. This is reflected in our new advertising campaign, the key words of which are high performance and environmental responsibility” – says Linda Jackson, Managing Director of the PEUGEOT brand.

“I am very proud to display the PEUGEOT Brand on my jersey, and delighted to have had the honour of being one of the first to ride in the 508 PEUGEOT SPORT ENGINEERED. As a sportsman and as a responsible citizen who is very mindful of protecting the environment, I support PEUGEOT’s electrification strategy with pleasure and conviction. I also particularly appreciate the fact that PEUGEOT is providing mobility for the players at Roland Garros with a fully electrified fleet of vehicles. “ – Novak Djokovic.

The theme of the 508 PEUGEOT SPORT ENGINEERED advertising campaign is silence combined with performance. It shows that, thanks to electric technology, the most powerful production car ever produced by PEUGEOT can deliver environmentally-friendly performance, both in terms of noise and emissions. There is a natural parallel to be drawn with Novak Djokovic, who is known for demanding silence before engaging in a rally on the court.

Shot in Belgrade on April 26, the campaign which brings together Novak Djokovic and the 508 PEUGEOT SPORT ENGINEERED was launched on 30 May, at the opening of the Roland Garros tournament.