Peugeot stands out at the Paris Motor Show
Haute Car-ture
I was fortunate to be in Paris during Paris Fashion Week in October. But, to the shock and dismay of my mom and sisters, I visited the Paris Motor Show instead. The choice was not a difficult one. To all fashionistas out there, let me tell you that going to the Paris Motor Show is not a radical departure from experiencing Paris Fashion Week. In fact, there are several similarities between the two.
Car shows and fashion shows share the same fundamental principles—they showcase brands, designers and their creations. They treat the senses to a profound celebration of aesthetic, creativity and innovation.
In an era when people constantly post #OOTDs (“Outfits Of The Day”) in their social media, cars are even more relevant. After all, cars are the ultimate “OOTDs.” A car can create an impression even before its driver or passenger is seen. A car can give a deeper insight into a person’s fashion philosophy and lifestyle.
Since cars and clothes are essentially forms of self-expression, every year people eagerly anticipate what labels and designers will reveal at fashion weeks or motor shows.
In the realm of fashion and the automotive industry, European brands consistently rank high among the most prestigious and stylish. In fashion there’s Prada and Versace from Italy, Hermes and Chanel from France; while the automotive industry includes Italy’s Ferrari and Germany’s Mercedes Benz and BMW. Among Europe’s finest, it would take a considerable feat to stand out in Paris Fashion Week or the Paris Motor Show.
In the 2016 Paris Motor Show, French automotive company Peugeot stood out. Quite impressively, it managed to do so without any superficial flare.
Peugeot’s exhibit was simple and straight to the point—cars on display with no loud music, flashing lights or elaborate props. No women in skimpy clothes standing next to the cars, a common sight in other car brands’ exhibits. Peugeot oozed with the subtle elegance typical of the French.
The new Peugeot line-up will make heads turn. Each model represents what Jeróme Micheron, Peugeot’s Brand Strategy & Experience Head, describes as embodying “a strong yet elegant design specific to the Peugeot brand.”
The color varieties of the Peugeot models are appealing, without being loud. Peugeot’s iconic lion logo is incorporated in new grill designs that are sleeker than its predecessors. Their headlights are striking, immediately drawing one to gaze at the cars. This is no doubt the intended effect as Yann Beurel, Head of the new 3008 & 5008 Exterior Design, considers headlights as “important because they are the eyes to the car.”
From the front to the rear of each car, curves seamlessly connect to lines and edges forming one whole well-proportioned artwork. Beurel calls this a “balance between curvature and texture.” For Gilles Vidal, Head of Peugeot’s Design Language, this is the embodiment of the French definition of elegance—“the eyes should flow effortlessly from one aspect to another.”
It’s one thing to stand out in the annual show. But year in, year out, the greater challenge for brands and designers is how to stay relevant.
French designer Coco Chanel’s debut into fashion introduced a look that was starkly in contrast to the loud, elaborate dresses and large heavily decorated hats which were the mainstream style of the early 20th century. With trousers, crisp tailored blouses and minimalist hats, Chanel popularized a casual chic look that was sporty yet elegant. Chanel has become an iconic fashion label that has, throughout the decades, evolved different styles while remaining distinctly “Chanel.” To date, Chanel holds the prestige of being the only fashion designer in Time magazine’s 100 most influential people of the 20th century.
If Paris Fashion Week has Chanel, the Paris Motor Show has Peugeot.
For a 200-year old brand (it started out in 1810 as a maker of coffee mills and bicycles—Ed.), Peugeot has managed to stay prestigious, relevant, yet distinctly “Peugeot.” This direction appears to be conscious rather than accidental.
Peugeot’s 2016 designs are visibly bolder, more eye-catching. But they remain distinctly Peugeot—classy, but not over-the-top or loud like some of its Italian counterparts. Jeróme Micheron says that Peugeot’s designs are meant to preserve the “Peugeot DNA” characterized by a balance of “elements, refinement and elegance.”
Each car is also a perfect balance of beauty and practicality. “Bon sens paysan,” as Gilles Vidal would say in French. “Basic logic makes sense.”
The logical application of design is evident in Peugeot’s famous “i-cockpit.” The steering wheel is smaller so that it’s easier to hold and navigate, and its position allows for the arms to be lower so that driving is less tiring. Switches are easily accessible and driving information is easy to read. Vidal explains that the i-cockpit follows the basic principles of “ergonomics, safety and intuitivity of use.”
Part of Peugeot’s logical design is to make the driving experience perfect in all aspects. As I sat inside one of the new Peugeot models, Peugeot Project Manager Marion David demonstrated to me its massage features and the different aroma selections. “Aesthetics is one of the blocks for experience, but we add fragrance, lighting to complete the experience,” says Vidal.
Outside of the cars, Peugeot takes the level of innovation to new heights of mobility and other possibilities. Peugeot accessories include foldable bicycles and the E-Kick (an electric scooter than can propel itself after it gains momentum from the passenger’s kicks). Some 2016 Peugeot vehicles have trunk spaces that are especially fitted to store a foldable bicycle or E-Kick. Imagine parking your Peugeot then navigating your way through traffic congestion in an E-Kick. Meanwhile, Peugeot Design Lab headed by Cathal Loughnane is devoted to creating “anything that has nothing to do with cars.” So far their designs include a Peugeot piano, jewelry, bags, and watches.
Peugeot is set to remain relevant for the years to come with its exceptional innovation and timeless elegance.
From Paris to the Philippines, Peugeot Philippines President Glen Dasig gives us several reasons to be excited: “Peugeot will be on a product offensive in 2017 as we execute our ‘Push to Pass Strategy.’ The new Peugeot 3008 and the new van will be introduced and launched in the Philippines. This will define the future image of Peugeot as a company that provides superior quality products, sharp and timeless designs, and enhanced automotive experiences.”
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