Always mind the quality and never feel the width has long been a sensible maxim to apply to any French car. When told by an interested party that the latest Gallicmobile was wider, longer, prettier and had a certain piquancy, it was wise to nod sagely and patiently but ask pointed questions about how its quality, reliability and retained value compared to a Volkswagen, Honda, Ford or almost any car outside France. And, having listened to what would doubtless be an answer that huffed and puffed its way through several “how dare yous” via “outrageous suggestions” and “ l’auto est magnifique”, the standard riposte needed to be: “Prove it.”

Pierre Louis Colin, the managing director of Peugeot UK, is determined to do just that via the new 308 hatch-back, on sale this month. “With this car we have reached a level of quality never before achieved,” he said. “We have to be realistic about quality — we did have some issues – but we are now in a very different situation to that of the 307, the model it replaces. We benchmark against German products and are confident and determined to make this big step forward. Determined.”

First impressions of the 308 (prices from £11,995 for the three-door to £20,045) back up Colin’s words, but that cliché “time will tell” is worth remembering — and Peugeot knows it.

Ride and handling, though, have not been a Peugeot problem and the 308 continues the tradition. Suspension is firm but compliant — complemented by excellent seats — and on winding roads that were very slippery when wet, it gripped confidently, sweeping through bends with precision. Steering is fine, although like that of the car’s 207 sibling, the steering wheel is positioned too high, with insufficient adjustment. The manual gearbox (five or six-speed depending on version) is quick and light.

There is plenty of engine choice: a 1.4litre and two 1.6litre petrol units, plus highly efficient 1.6 and 2.0litre HDi diesels. I particularly liked the very smooth, quiet, 120bhp 1.6 VTi petrol that revved enthusiastically.

Apart from a huge, pugilistic “mouth” that appears to be spitting out a gumshield (the bumper), the 308 looks good from all other angles. Standing 59in high, it has what Peugeot terms “semi-tall architecture”, but it is impressively aerodynamic, with a drag coefficient of 0.29 making a significant contribution to fuel efficiency and performance.

Its interior is light and bright, particularly when fitted with the (alas, nonopening) Cielo panoramic glass roof, and trim has a quality look and feel, with the dashboard achieving a sense of one-upmanship. The car’s overall build quality feels and looks fine.

Window controls fall easily to the driver’s hand — useful for overriding those irritating, window-opening passengers who do not appreciate the efficiency of air-conditioning. There is plenty of room for driver and front passenger; rear seat space is reasonable.

The 308, available immediately as a five-door, with a three-door coming in December, is supremely practical. Boot space totals 430 litres, plus a 17-litre compartment under the carpet, while other storage areas to the sides add 3.8 litres. Rear seats have a ski flap and also fold. Most versions have a boot net and adjustable retaining straps plus shopping bag hooks.

The parcel shelf has a covered storage area to hold an umbrella. Front and rear door pockets have a total capacity of 14 litres; there is a bag hook on the passenger side and storage trays under the front seats. Up to nine airbags are included and the 308 has a European New Car Assessment Programme five-star rating.

Highly significant is the 1.6litre diesel hybrid 308 planned for 2010; a concept at the Frankfurt Motor Show next week has a combined fuel consumption of 83mpg and CO2 emissions of a mere 90g/km.

Sounds like environmental quality par excellence.

Specification

Car Peugeot 308 1.6 VTi 120 five-door

Engine 120bhp 1.6litre four-cylinder, torque 163 Nm at 4,250rpm

Performance 0-62mph 10.8sec, top speed 122mph

Transmission Five-speed manual (automatic next year)

Fuel consumption 42.2mpg combined

CO2 emissions 159g/km

Prices From £13,495 (three-door), £14,095 (five-door)

On sale Now

Other choices: Ford Focus About to get an update; handles like a sports car Vauxhall Astra Drives well, looks great. Fiat Bravo Good value, good drive, good idea. Renault Mégane Distinctive looks, so-so to drive. VW Golf Quality, capability, conventional.