It's the brand's first new logo in a decade and the eleventh since 1850.
If you want to buy a French car in North America, you'll have to drop upwards of three million dollars for a Bugatti Chiron or one of the other high-speed exotics produced by the brand. But affordable and quirky French cars from the likes of Renault and Peugeot remain forbidden fruit in the US.
Peugeot is part of the newly-formed Stellantis, of course, which includes the likes of Fiat, Alfa Romeo, and Jeep. We may not be able to drive Peugeots, but we can still appreciate them from a distance, and they'll all soon be wearing a brand new logo. It's a big update for what is the world's oldest surviving automotive brand.
Peugeot has had ten logos since way back in 1850, and the lion has been a prominent fixture of all of them. The new logo is said to reflect the brand's move towards more upmarket products and features a coat of arms and the powerful head of a lion. This is the first new logo that the brand has introduced since 2010.
"At the beginning of 2021, with the launch of a range that will be ushered in by the new Peugeot 308, with a new website, and with the creation of Stellantis, the stars are aligned," said a statement from the automaker. Peugeot follows Kia, who also presented an all-new logo recently.
The new Peugeot 308 hatchback is set to be revealed fully in March. If the previous-gen car is anything to go by, it should be a cracker; we picked the 308 GTi as one of the best cars of 2020 that won't be sold in the US. Together with the new logo, Peugeot will also be launching its first brand campaign in a decade knows as The Lions Of Our Time. The focus is on empowering people to place more emphasis on the value of time.
With the recently formed Stellantis, there has been renewed hope that Peugeot would re-enter the US market after three decades. This remains in doubt, but it would be great to see the new Lion logo on our roads once more.