Brochure - Peugeot - 404 - 1962

PEUGEOT 404 – Limousine Grand Tourisme (Model Year 1962) – Original Sales Prospectus (circa 1961/1962)
The present item is a multi-page, large-format original sales prospectus from the Peugeot brand for the model 404. The document is to be regarded as a significant automotive-historical testimony of the early 1960s, documenting the marketing strategy of the French upper class in Austria.

Historical context: The Peugeot 404, designed by the Italian design studio Pininfarina, premiered in 1960. The present promotional material explicitly refers to the 1962 model year, recognizable by the prominent year on the license plate of the title image. In this era, Peugeot solidified its reputation as a maker of exceptionally durable and technically sophisticated vehicles (“The Indestructible”), an emphasis repeated throughout the prospectus text.

Print run and origin: The prospectus was printed in France (“Printed in France – La Publicité Française”), but specifically adapted for the Austrian market. This is evidenced by the reverse-side stamp of the General Agency Carl Jeschek (Vienna I, Johannesgasse 10 and Vienna V, Wiedner Hauptstraße 150), one of the most tradition-steeped car dealers in postwar Vienna.

Physical condition: A heavily folded prospectus (central fold and crossfold) which, in its fully unfolded state, reveals technical exploded views and large interior photographs. The paper quality corresponds to the time’s typical lightly satin-coated image printing paper.

Analysis of technical documentation and equipment
The prospectus serves not only emotional appeal but also functions as a detailed technical data sheet:

Motoring and drive: Documents the “super-quadratic” inline four-cylinder engine with 1,618 cm³ displacement and 68 DIN horsepower. Notably highlighted is the inclined installation position (45 degrees) to lower the center of gravity, as well as the thermostatically controlled electric fan, a technical peculiarity of the era aimed at increasing efficiency.

Suspension and safety: The description of the front axle with strut springs and the rear axle with worm drive underscores the high level of engineering. Peugeot actively promotes here the “exceptional road-holding” and the safety of the self-supporting all-steel body.

Interior and comfort: Several illustrations focus on the luxurious equipment of the “Super Luxury” variant. Emphasis is placed on adjustable lying-seat configurations, the padded instrument panel, and the then-innovative fresh-air heating and ventilation system. The rendering of red fabric and leather upholstery underscores the elevated standard.

Iconography and graphic design
The visual design follows the clear, elegant aesthetics of the early 1960s:

Title image: The frontal view of the ivory-colored Peugeot 404 before a forest backdrop uses a classic camera perspective that emphasizes width and the modern headlight arrangement. The presence of a stylishly dressed woman in a brown suit serves as the target-audience cue (bourgeois milieu, status symbol).

Color language: The combination of factual technical drawings in primary colors (yellow, red, blue on the back) and atmospheric color photographs of the interior creates a mix of seriousness and vitality.

Typography: The use of sans-serif uppercase letters (“PEUGEOT 404”) in combination with a clear inner-layout text structure reflects the transition to the sober graphic design of modern times.

Condition and collector valuation (grading)
The preservation state of this paper document, over 60 years old, is described as very good to exceptional:

Paper and folds: The fold edges show only minimal abrasion. No tears at the intersection points are visible. The paper brightness is good, with no significant yellowing.

Handwritten notes and stamps: The handwritten remarks on the back (price calculations or archive notes “63,800 –”) and the dealer stamp from Carl Jeschek do not diminish value; they enhance the documentary authenticity of the provenance.

Completeness: The prospectus is complete and includes all technical inserts in print.

Market value analysis and outlook 2026
Automotive prospectuses from the Peugeot brand, especially for the Pininfarina models like the 404, are internationally sought-after collectible items.

Criterion: Evaluation
Model relevance: High cult status of the 404 (Pininfarina design)
Condition: Very good (no stains, few creases)
Rarity: Austrian version with Jeschek stamp (local-historical interest)
Market trend: Stable to rising for original advertising materials of the 60s

Summary for the archive
This item is a high-quality contemporary primary source. It documents the technical superiority and the aesthetic aspiration of the Peugeot 404 at the beginning of the 1960s and vividly illustrates the automobile culture and dealer network in Vienna during the Wirtschaftswunder years.

Title: Original Sales Prospectus Peugeot 404 Limousine Grand Tourisme / Super Luxury – Model Year 1962
Publisher: Peugeot S.A. / General Agency Carl Jeschek, Vienna
Format: Multi-folded prospectus (approximately 30 x 20 cm when closed)
Technique: Offset printing on coated art paper
Condition: Very good (with contemporary dealer stamp)
Significance: Important document of Austrian automotive history and Pininfarina industrial design