Our fruitful visit to Milan Desing Week was marked by an astonishing staging: that of The Peugeot Design Lab; the French brand’s design team did a job that perfectly reflects the power of avant-garde design that has always defined the lion brand.
I would like you to do an exercise of imagination so that you could perceive the impressive image, which dazzled us as soon as we entered the room. Under a sound and luminous universe, exquisitely striking, a monumental Lion is positioned as a justified protagonist, due to its beautiful fluid and sculptural surfaces, without forgetting its impressive size. An image that left us, even those of us who measured more than one meter eighty, to remain like mere chess pawns at his side.
The bulky cat is escorted by forty lions made exactly like the main figure, but in life size. The show unfolds filling the most recognizable symbol of the French manufacturer with light and sound.
Peugeot, with more than two centuries of history, calmly faces the global evolution towards the energy transition. This is the unwritten statement of the brand with its staging; that of being immersed in what is perhaps the most revolutionary moment in the automobile: digitization .
I would not like to forget what, for me, is a work of art and, although it was unveiled as a concept last year, it was justifiably also in Milan: the Peugeot e-Legend was in charge of welcoming the positioned stand at the beginning of it.
Giving a nod to the legendary cars of the sixties and seventies of the last century, and showing that the design that is capable of penetrating beyond the gaze will never pass away, the e-Legend inherits the design language of the legendary Peugeot 504 Coupe . But this is only the skin, under the body electrification and autonomous technology reach their highest score.
Movement is the essential ingredient capable of making the design language of the car complete a complete triumph. Peugeot does not forget it, and that is why it presents in Milan the avant-garde design that will govern the lines of the next launches: the Peugeot 208 that, as I mentioned in previous articles, was unveiled at the last Geneva Motor Show.
And in the same way, it presents through the new 208 the greatest certainty that can be defended at this time in the automotive industry, the future of the industry is and will be plural in technological options and opposite in the comparison of its offers.
The electric version coexists with diesel and gasoline in the model recently launched by Peugeot, defending in this bet, always under my interpretation, that the car was never so respectful with the Earth and its inhabitants as at this time , whatever the technology that moves you.
