The Peugeot Lion Roars Louder


The world’s oldest surviving automotive brand is reaffirming its personality and character with a new logo. It is turning over a new page in its history.

Since 1850, Peugeot has had ten successive logos, all of which feature the lion’s emblem. An eleventh version, more streamlined, more qualitative, and more elegant has been created by the Peugeot Design Lab – the brand’s Global Design studio.

Launched in 2010, the current logo needed to change to crown the brand’s move upmarket. After having completely overhauled its vehicles over the past ten years, Peugeot redesigned its logo to keep pace with its products.

Peugeot is a brand in tune with the times. It keeps abreast of innovation, anticipates changes in behavior and paves the way for new mobility solutions. Peugeot has experienced all the revolutions: industrial, technological, political, social, digital, and now environmental – energy transition and zero-carbon mobility being at the heart of its strategy for a sustainable future.

All this forms Peugeot’s DNA.

It is also a powerful and instinctive brand, a reflection of its emblem: the lion. This makes Peugeot a timeless brand, a link between yesterday and tomorrow.

Over the last ten years, the entire product range has undergone an astonishing upmarket move. It has achieved:

  • International Van of the Year with the Peugeot e-Expert in 2021 and Partner in 2019
  • Three “Car of the Year’s” – Peugeot 308 chosen in 2014, Peugeot 3008 in 2017 and Peugeot 208 in 2020.
  • An electrified range for both passenger and light commercial vehicles.

The new logo embodies what Peugeot meant yesterday, what Peugeot means today and what Peugeot will mean tomorrow. This new coat of arms, represented by the lion image, has always been part of the brand. It shines a proud spotlight on the values of the Peugeot brand. It is a logo that has been designed to last.

What does this timeless, universal, and multi-cultural “coat of arms” represent?

  • It is a distinctive symbol of belonging, of recognition.
  • It is synonymous with prestige, confidence, longevity, and lineage. With it and its new visual identity, Peugeot combines history and hyper-modernity.
  • With this coat of arms, the Peugeot brand is setting out to conquer new lands, to accelerate its international growth, exporting French style and know-how as well as French elegance.
  • The Peugeot brand is turning over a new page in its history. A new era.
  • It now has a new commitment to its customers: to transform their time spent with it into quality time.

To experience the new Peugeot identity is to live two experiences in one:

Firstly, it means living for the now.

In a world that is constantly spinning faster and faster, “time” has become one of the rarest, most precious assets. In this world, Peugeot offers those who wish to do so the opportunity to truly enjoy the present moment and to take advantage of what the brand has to offer.

It also means having an all-in quality 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, and cross-functional system.

As for the dealership, it is now a place for an even more human, even more visual, and even more educational experience. The objective is to experience the acceleration of the energy transition in concrete terms, to discover new mobility options and new technologies.

The time spent on site with Peugeot, is a valuable experience where you can envisage the future. The websites and dealerships complement each other and enhance the range, making time spent with Peugeot, time that counts.

Peugeot has produced its first brand campaign in 10 years: THE LIONS OF OUR TIME.

Through this optimistic international campaign, Peugeot engages both its customers and those who are not. The brand captures a new universal territory: time. It celebrates Today’s Lions, of all ages, cultures and backgrounds. These LIONS OF OUR TIME – no longer so much in search of power or money, but more in a quest for quality time.

Through THE LIONS OF OUR TIME brand campaign, Peugeot aims to empower customers to own their most valuable asset: their time. The brand aims to turn time into quality time, an enriching experience. As an innovative high-end generalist brand, PEUGEOT proposes an unboring experience both online, onboard its vehicles and in its dealerships.

This coat of arms opens the way to a brand ecosystem that is not limited to its visual identity alone. It carries within it a deeper change. A shift in stance, a new state of mind; a new lifestyle.

Peugeot’s objective is to offer its current and future customers a brand that meets their requirements. The Peugeot Brand is timeless. It is reinventing itself, over and over again.

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