Peugeot has had a lion in its emblem since there was a Napoleon in charge of France. And since then, the brand says it has only updated the logo 10 times. But now, following the creation of Stellantis, it’s time for an 11th.
Along with the logo, Peugeot is promising a new website experience and a better dealership experience.
Starting with the new badge, it takes over from the silver lion rampant that was introduced in 2010. The new logo, the 11th since 1847, focuses in on the head and bears a striking resemblance to the one that appeared on Peugeot’s models circa 1960.
Facing the left, bearing its teeth on a shield motif and crowned with the brand’s name, the whole look is meant to signal Peugeot’s move upmarket. Starting with the new 2021 308 hatchback, the brand’s assimilation into the Stellantis empire means that it will become a bit more premium.
Read More: Peugeot Reveals New Lion Emblem – Evolution of the Logo from 1847 to Today
“A new logo and brand identity are significant developments for any marque, let alone Peugeot,” said Julie David, Peugeot UK’s managing director. “The new logo reflects our changing model line-up and new philosophy around living in the moment, and we are very excited to showcase both the logo and the brand identity to our customers this year.”
The brand promises that its new website will be part of an online dealership experience. The experience is intended to allow customers to do everything they normally would at a brick-and-mortar dealership, including discovery, configuration, sales, contracts, financing, and trade-ins.
Peugeot will keep its dealerships around, though. And it wants its physical spaces to be “even more human.” According to the brand, that means it will be a beautiful space to experience new technologies in.