Three-week tour kicks off at IKEA Giheung, runs through late June

The All-New 3008 Smart Hybrid and All-New 5008 Smart Hybrid from Peugeot on display at an IKEA store. [Peugeot]
The All-New 3008 Smart Hybrid and All-New 5008 Smart Hybrid from Peugeot on display at an IKEA store. [Peugeot]

Peugeot announced Friday it will hold a three-week pop-up exhibition touring major IKEA stores in South Korea, showcasing its flagship SUV lineup.

The exhibition is designed to let customers experience the Peugeot brand in everyday lifestyle settings without visiting a dealership. The automaker plans to display its key Smart Hybrid SUVs at IKEA locations — which draw large numbers of family shoppers — and run on-site programs to broaden its customer reach.

The tour opens at IKEA Giheung through June 14, then moves to IKEA Goyang from June 19 to 21, before wrapping up at IKEA East Busan from June 26 to 28. One unit each of the All-New 3008 Smart Hybrid and All-New 5008 Smart Hybrid will be on display at each venue, with dedicated sales consultants available for vehicle consultations and product explanations.

The All-New 3008 Smart Hybrid won the "Car of the Year Design" award from both of South Korea's major automotive journalism associations in their 2026 Car of the Year evaluations. The model leads with its French-inspired design and Smart Hybrid technology.

The All-New 5008 Smart Hybrid is a family-oriented SUV built around a seven-seat configuration and versatile interior space, targeting households with multiple children and camping enthusiasts.

Peugeot has also prepared interactive events for on-site visitors. Customers whose IKEA receipt that day includes any of the digits "3," "5," "0" or "8" — numbers associated with Peugeot's SUV lineup — can enter a capsule toy draw for lifestyle prizes including Jibbitz charms, squishy toys and IKEA accessories. Customers who consult with a sales representative will receive a Peugeot beach towel ahead of the summer holiday season.

Bang Sil, chief executive of Stellantis Korea, said the exhibition was organized so that family customers could experience the Peugeot brand up close in the everyday lifestyle spaces they frequent. "We will continue to expand our customer engagement beyond the showroom floor and communicate the brand's design and practicality values in an approachable way," she said.


eyre@heraldcorp.com