Peugeot rebrands with retro logo and shift upmarket
Lion logo said to pay tribute to 1960s badge as new look coincides with huge expansion globallyPeugeot has revealed a new logo that's designed to pay tribute to its rich heritage and help shift the 210-year-old French car-maker more upmarket.
Inspired by the lion with a flowing mane decal introduced back in 1960 on the Peugeot 404, the latest logo is a two-dimensional side profile of the lion's head on the familiar shied logo and is closely related to the emblem used on the well-received 2018 Peugeot e-Legend concept.
The fresh logo is set to debut on the all-new 2021 Peugeot 308 hatch that will be unveiled later this year.
Newly-instated CEO Linda Jackson, who was previously in charge of Citroen, said the plan to reposition Peugeot as a "high-end generalist brand" began before the takeover of FCA and the formation of the Stellantis group.
Jackson said the logo embodied Peugeot's legacy, present and future and that the car-maker would continue to be known for its "radical innovation" that most recently led to the development of the i-Cockpit cabin design.
Set to be rolled out to all its dealerships, Peugeot says the rebranding exercise is likely to take two years to complete, with all sales channels using the new logo by 2023.
During the press conference, Jackson said that the car-maker would electrify 80 per cent of its line-up before the end of this year, while its entire light commercial vehicle fleet would also offer some level of electrification.
The entire Peugeot car range will be electrified by 2025, but no roadmap was provided for when the famous French brand will transition to 100 per cent EV.
Jackson added that as well as slashing corporate average CO2 emissions, the car-maker still had big ambitions to expand worldwide.
Even in COVID-struck 2020, Peugeot managed to increase its market share in all markets apart from China.
Crucial to expanding its presence, the British CEO said the continued success of the Peugeot Landtrek ute has enabled it to compete in the pick-up segment that accounts for half of the world's light commercial vehicle market.
There's still no word if Peugeot has any plans to launch the Mitsubishi Triton-rivalling ute Down Under.
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