In 1962, Peugeot published a stylish and progressive brochure promoting the Peugeot 404 – a car that combined elegance, technology, and safety. This brochure, published entirely in Dutch, reflects the spirit of the early 1960s, when comfort and safety were becoming increasingly important aspects for motorists.
The Peugeot 404 was presented in the brochure as a modern car offering exceptional driving comfort. A notable feature for that time was the option of equipping the car with air conditioning, a luxury option available on very few cars in the early 1960s. With this, Peugeot targeted the discerning driver who sought both style and practical comfort.
The brochure’s clear focus on safety is striking. Peugeot emphasized, among other things, the 404’s solid body structure, excellent roadholding, and braking capabilities. The brochure emphasizes the level of protection for the driver and passengers, something that wasn’t a common marketing argument at the time. This makes the Peugeot 404 a pioneer in passive safety within its segment.
A year full of events in the Netherlands
The year 1962 was also a period of change and progress in the Netherlands, just like the 404. Some key events from that year:
Cultural flourishing: Dutch television gained popularity, with a growing number of households owning a TV. This marked a significant change in the way news and advertising (such as car commercials) were distributed.
First steps towards modernization: 1962 also saw the passage of the Delta Act, a key step in realizing the Delta Plan, in response to the 1953 flood disaster.
Brochure
The 1962 Peugeot 404 brochure is a beautiful historical document that not only presents a car but also provides a glimpse into an era in which technology, comfort, and safety were set new standards. With options like air conditioning and a focus on driver safety, Peugeot demonstrated that the brand was ready for the future, just like the Netherlands itself in that dynamic year.
