Peugeot – in 2020 #39 (-2)
Parent Company: Groupe PSA
Brand Value 2020: $1,071m (US$)
Change from 2019: -4%
Headquarter City: Rueil-Malmaison
Year Formed: 1810
Peugeot is a French motoring brand with a range extending from compact to family-size luxury and sports utility vehicles, sold in around 160 countries. The recently launched 3008 and 5008 SUVs have been strong sellers in Europe and have pushed the brand’s product mix upmarket. The 3008 was Europe’s 2017 Car of the Year at the Geneva Motor Show. Peugeot now hopes to reenergize the sedan segment with its stylish new 508. Communications in 2018 focused on elegance and emotion, accompanying the move to the more premium end of the car market. In 2019 this extended into innovation, with Peugeot launching electric or hybrid versions of its mainstream models. The electric-powered 208 was unveiled with the same bodywork as the petrol model. Peugeot is aiming to position itself as a leader in the age of automotive disruption. The brand recently launched a mass media campaign for its e-LEGEND concept, a futuristic driverless car, with the tagline “Unboring the future.” The edgy ad, set to pulsating club music, features a cool young woman wearing a bomber jacket driving the car. Peugeot confirmed it is looking for a return to the US market before 2026 as part of expansion plans.