AutoMatthias Hossann: new di

Matthias Hossann: new di

Matthias Hossann , 40, dreamed of designing the mobility of the future. To do this, he studied and graduated from the Strate school of industrial design in Paris. He soon joined the PSA group and since 2002 has worked in various positions related, always, to the aesthetics and visuals of French machines. He spent five years in the group’s design center in Shanghai (China) leading projects for that market, specifically the DS5 LS and the DS6 WR. We do not know if this journey through Asian lands will be noticed in his future Peugeot designs, what we do know is that one of the most acclaimed prototypes of recent times was born from his sketches: the Peugeot E-Legend Concept . But he is not the only one, Hossann has been responsible for the prospective design of the lion’s signature since 2013 and has led the creation of concept cars such as the Peugeot Instinct Concept (2017), L500 and L750 RHYbrid (2016), Fractal (2015), Vision Gran Turismo (2015) or the Quartz (2014).

He has worked closely with Gilles Vidal, the former Peugeot Design Director worldwide and “father” of the current Peugeot 208, 308, 2008, 3008, 508 and 5008. From his experience he will extract the resources and tools necessary to be able to take the step to creating production models. This new position will allow Hossann to face the strategic vision of the design of the Peugeot brand, implementing the style that he himself developed in concept cars . A dynamic and futuristic image that we hope to see in future models of the lion. Upon this appointment, Jean Pierre Ploué, Style Director of Groupe PSA stated: “I am delighted to entrust this mission to one of the most talented designers of his generation, who has illuminated the future of the Peugeot brand and who, from now on, will be able to put his talent in serving the brand’s clients ”.

You have made your career in the PSA Group. How is the aesthetic evolution of your brands evaluated?

In 2002, when I joined the Group, there were only 2 brands, Peugeot and Citroën. Today there are 5 (PEUGEOT, CITROËN, DS, OPEL, VAUXHALL) and each one has found its place thanks to the combined work of the Design and Product teams. Each brand has a strong identity with products in line with customer expectations. The SUV silhouette, for example, has been treated by each brand in its own formal language and technological content. As demonstrated by the success of the PEUGEOT 3008, for which the design mission went far beyond aesthetics. For PEUGEOT, it was about designing the overall experience experienced by its customers , through, for example, ergonomic biases and the design of the driving position, the PEUGEOT i-Cockpit. The posture, the movement of the hands on the steering wheel, the human-machine interfaces, the vision of the information necessary to drive … We have worked on every detail to offer a more intuitive and amplified driving experience. The PEUGEOT i-Cockpit has attracted almost 6 million drivers worldwide today. This is one of the pillars of the PEUGEOT brand DNA!

Let’s talk about the overall PSA framework: have these brands evolved together or in very different ways?

This is the challenge of making several brands coexist within the same Group: we must manage to pool the means to be competitive, such as research and development and purchases, but without penalizing brand identities. During the last fifteen years we have undertaken a true work of differentiation of the brands . We have developed the DNA of each brand and we continue to enrich it on a daily basis. PEUGEOT has a 210-year history and a PEUGEOT must be immediately identifiable. As such, the design of the latest PEUGEOT embodies the values of modernity, technology and feline . Our clients B, C or D belong to a different universe. If the spirit of PEUGEOT is present in the 208, 2008, 3008 and 508 models, for example, the style of these models is very different.

Therefore, it is essential that brands evolve together, but each in its own territory of expression. We are ready to continue this challenge with the brands of the Stellantis Group.

Now that you take the helm of the Peugeot style, after leading the concept car department, will your future projects be inspired by a prototype?

At Peugeot, the concept car is treated as a laboratory of ideas: nothing is fortuitous. For a long time you can find elements presented in concepts on standard vehicles: the i-Cockpit, for example, has been moved from the SR1 concept to the first version of the PEUGEOT 208. The black headband on the back of the Onyx concept is on the back the PEUGEOT 3008 and 5008. The “piano key” controls inside the PEUGEOT 508 were first introduced in the Exaltar concept in 2014 … The concept car is a great creative exercise and we are very attentive to the reaction of the public to feed the design of their standard vehicles . Our standard vehicles are always inspired by our concepts. Let’s not forget that RCZ was first a concept before it was a production vehicle!

In my previous role as head of car concept, I was also in charge of phase advancement, that is, the exploratory work that takes place very early in a project. For example, I have been working on the phase advance of the last PEUGEOT 208. So I was already working for production cars and today I will be able to continue this work extensively.

On his long stay in China, in Shanghai. Tell us: what are the differences between the markets and how does this affect the final design of the cars?

These years spent in China were a great experience, if only to discover a new culture so different from that of Europe. The car is much newer in China and everything is going much faster. The clientele is very young (this is related to the pyramid of the ages of the country) and tastes change very quickly.

However, the automotive object is as statutory as in Europe, with sometimes specificities related to uses such as the most important place given to rank 2 and the colors and materials that are very specific for this market. Hence the importance of offering them specific products and having a dedicated team established in China, under our leadership.

 

What are Asian drivers looking for?

Asian drivers are very demanding customers and particularly appreciate the connectivity to the automotive object, but also the on-board technology, not to mention the design. The large number of Chinese automotive designers now show their interest in discipline and industry.

What do you have in mind for Peugeot in the future? Will you follow the line drawn by Gilles Vidal, with whom you worked closely, or do you consider new frontiers for the brand?

The PEUGEOT brand celebrates its 210th anniversary this year and therefore has a very strong history and identity. My role is to continue to offer ultra-desirable Peugeot that meet the new needs of our customers. Gilles Vidal has done a great job in the last ten years, just like Gérard Welter before him. I am in favor of a solid design, without compromise, even if I have to take risks, and I am fortunate to have the full confidence of Jean-Philippe Imparato for this mission.

How does the introduction of electrification affect the design of a vehicle? Does it allow you to imagine going further – or not less, in terms of interior and exterior design?

Electrification inevitably affects the design because the structure that powers the vehicle is different. A simple example that can already be noticed today is the air intake grille at the front that no longer has the same reason to be in an electric vehicle (it no longer needs the same level of cooling for the engine). It is very shocking! and very motivating also for creation because we can alter the codes.

However, as can be seen with the new PEUGEOT 208 and 2008, we can cope with the same appeal as a thermal vehicle and an electric vehicle. Only the uses differ. Therefore, electricity offers all the possibilities. We have just announced the creation of an e-VMP (Electric Vehicle Modular Platform) totally dedicated to electric vehicles.

You were in charge of the PEUGEOT E-Legend Concept project, a prototype that raised a lot of expectations: can we expect details on production vehicles?

The E-Legend concept is a manifesto for the PEUGEOT brand: there is a real philosophy, a balance of proportions that we want to find in the next vehicles of the PEUGEOT brand.

Now that you are leading a team dedicated to “real and current” cars: what is the appearance (detail, bodywork element, light groups …) that you would like to be able to transfer from your concept cars to standard vehicles?

We have already talked about the link between the concepts and the series. Beyond the detail, a fire or a body element, my desire is to offer a global experience to our clients and awaken a unique emotion. The design of a brand like PEUGEOT must be at the service of new uses, born from the evolution of new technologies, new regulations, new lifestyles, while being in line with economic reality. Our biggest challenge for the future is keeping the notion of pleasure central to accessible vehicles. This emotional charge is and will be part of our DNA indefinitely .

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