The replacement for the ageing 406 comes with a dramatic open-mouthed air intake - and a bigger badge.
Peugeot has started its teasing campaign, all in aid of catching the eye of those thinking of buying new in 2004. With plans to launch here this spring, the first full photos of the new 407 model have been revealed.
The new lines at the front are less surprising, having featured in the Elixir concept car which appeared at the Frankfurt show in October.
However, seeing the entire package is important for anyone considering the new entry to the popular family car segment and crucial for the fleet drivers looking for '04 registration. The French firm needs to persuade them to hold out for its new arrival.
When the new Peugeot 407 does make its long-awaited debut at the 2004 Geneva Show, it'll be replacing a car that had been built around two million times by then and was quite a huge success for the French firm. Nevertheless, at the end of the 406's life, it's lacking character. That's to be changed with the new 407.
After much criticism of the lifeless design of its larger 607, Peugeot has adopted a more controversial look for the car that replaces the 406, with a long front overhang and a massive grille. The most dramatic visual element is undoubtedly the open-mouthed air intake and the prominent badge - two strong design features that mark a new stylistic approach for the brand.
Based on the platform of in-house competitor, the Citroën C5, the styling of the new 407 was created by Peugeot's in-house design-centre, led by Gerard Welter, who is also responsible a new 407 coupé, possibly to be called the 507.
With 4.7 metres overall length, the new 407 will be some 10 centimetres longer than its predecessor. This extra length will benefit rear passengers, while luggage space will be left unchanged at about 400 litres.
The range will also feature a SW version, aimed at the likes of the 3-Series Touring and Audi A4 Avant. It will be more stylish than a traditional estate and is provisionally known as the 407 Break.
In general European markets, the entry level has a 1.8 litre engine with 117 bhp. The other power units include a 2-litre developing 136 bhp, a 2.2-litre with 160 bhp on tap, and a three-litre V6 with 211 bhp.
The 407 will also feature two HDi diesel engines - a 110 bhp 1.6-litre and a 136 bhp 2-litre. The PSA Group/Ford 2.7 V6 HDi engine will also be available in the future. The new model will feature ABS and Electronic Stability Programme (ESP) with up to nine airbags in the initial plans, though Irish specification has not been confirmed.
Another car firm keen to highlight its springtime arrival is Volvo, which unveiled its new V50 estate at the Bologna motor show in Italy last week.
The V50, which will be introduced to the media in February, is an estate version of the new S40 saloon, which we tested last week and will be here in April.
The old-model S and V40 will stay on sale here until the spring and are being sold with high levels of specification to capture some of the New Year sales.
The styling of Belgian-made V50 is reminiscent of Volvo's larger V70. Engines will include three petrol units including a 125 bhp, 1.8-litre and a 220 bhp T5 unit, as well as a four-cylinder, 136 bhp turbodiesel.