Lionizing Peugeot

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Manny De Los Reyes
Manny De Los Reyes
Manny de los Reyes, motoring editor of as well as its print edition, has been writing about cars since 1995. His life has been deeply intertwined with cars, having cleaned and maintained the family cars as a teenager, operating a paint shop and entering national car shows in college, before joining Nissan after graduation. He handled car brands as a copywriter afterwards. Today, when he's not testing or writing about cars or attending motoring events, he is home reading novels or playing with his shih tzu.

In a virtual global event held last February 25, French carmaker Peugeot, the world’s oldest surviving car brand, turned over a new page in its storied history as it reaffirms its very essence with an emotive new logo—a coat of arms adorned with a magnificent lion’s head.

Since 1850, Peugeot has had 10 successive logos, all of which feature the lion’s emblem. And now an 11th version, even more streamlined, more qualitative and more elegant, has been created by Peugeot’s Global Brand Design studio.

Unveiled in 2010, the current logo needed to change to mark the brand’s move upmarket. After having completely overhauled its vehicles over the last 10 years, Peugeot is redesigning its logo to keep pace with its ever-more-upmarket products.

At the beginning of 2021, with the launch of a range that will be ushered in by the much-anticipated new Peugeot 308, a stunning new website, and the creation of Stellantis (the blockbuster merger between the PSA Group, where Peugeot belongs, and Fiat-Chrysler), the stars are aligned.

Having made automobiles since 1889, Peugeot has had the experience of all the revolutions: industrial, technological, political, social, digital and, now, environmental—the energy transition and zero-carbon mobility being at the heart of its strategy for a sustainable future. All this forms Peugeot’s DNA.

A Pride of Lions

It is also a powerful and instinctive brand, a reflection of its lion emblem. Over the last 10 years, the entire product range has undergone a relentless upmarket move. Results? “International Van of the year” with the Peugeot e-Expert in 2021 and Partner in 2019, and three “Car Of The Year” on the road (Peugeot 308 in 2014, Peugeot 3008 in 2017 and Peugeot 208 in 2020). And above all, an electrified range, for both passenger cars and light commercial vehicles.

The new coat of arms shines a proud spotlight on the values of Peugeot. It is synonymous with prestige, confidence, longevity and lineage, and will accelerate the brand’s international growth, exporting world-renowned French style, knowhow and elegance.

A new customer experience

Vehicles, dealerships, associated products, websites, communications, signage—these are all points of contact with the brand that are set up and aligned within a single, coherent system. The website is now part of an “online dealership” experience, becoming “selling online native.” Simple, effective, intuitive, immersive, highly visual, dynamic and business-oriented, it offers a perfectly fluid sales experience. Its features allow you to do everything that you would normally do at the point of sale, but online: discovery, configuration, sale, contracts, financing, trade-in, etc.

As for the dealership, it is now a place for an even more human, even more visual and even more educational experience.

The website and dealerships complement each other and move up the range to make time spent with Peugeot, time that counts.

The Lions of Our Time

Through this optimistic international campaign, Peugeot captures a new universal territory: time. It celebrates Today’s Lions, of all ages, culture and backgrounds. These “Lions of Our Time,” who are no longer so much in search of power or money, but more in a quest for quality time.

Through The Lions of Our Time campaign, Peugeot aims to empower the customers to own their most valuable asset: their time. The brand aims at turning time into quality time, an enriching experience.

An Ecosystem of Lions

Because experiencing Peugeot is not limited to the dealership or website, the brand is launching a new lifestyle collection, simple, attractive and quality: clothing, leather goods, fashion accessories, electronic accessories, tableware, stationery, packaging, miniatures—a whole Peugeot universe in tune with its new brand identity.

The Peugeot brand is timeless. It is reinventing itself, over and over again.

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