As part of the rebranding, Peugeot; part of freshly formed Stellantis, has revealed its 11th since 171 years of long history and first since 2010. The French auto major giving away to a revised version of the logo features a roaring lion head surrounded by a medieval coat of arms and “Peugeot” spelled out in all-caps above it.
Along with the step of changing the logo, Peugeot promises a new website experience and a better dealership experience.
The new brand identity will initially be rolled out in the brand’s communications material as well as dealerships, with around 20 flagship outlets worldwide to wear the new identity by the end of next month, and be adopted by 1,500 dealerships by the end of 2021, said Peugeot marketing and communications director Thierry Lonziano.
The brand’s new thrust is to “turn time into quality time” for the customer, and the theme extends to the brand’s websites, where the user experience is described as simplified, like the logo, as well as more immersive and intuitive, said Lonziano. The online processes for vehicle sales, as with other areas of customer experience, have been streamlined as well, said Peugeot CEO Linda Jackson.
The first car from the French brand to roll out with the new emblem will be the next-generation Peugeot 308. The new identity is a bridge between the brand’s history and the vision of Peugeot’s future, said Peugeot design director Matthias Hossann. As for the reason, the rebranding exercise “has absolutely nothing to do with Stellantis; we started working on [the rebranding] a long time before we even starting thinking about Stellantis,” Jackson said, referring to the merger of Groupe PSA and Fiat Chrysler Automobiles.