We recently visited the Alfa Romeo facilities and its historical museum, called “La Macchina del Tempo” , to speak in a relaxed way with its new design director Alejandro Mesonero-Romanos . He himself recognized that electrification is a challenge when developing the models, since you must find a space for the batteries and the structure that makes up this propulsion. However, he acknowledged that aesthetics and emotion are still key when buying a car, something that is transferred to sales. Matthias Hossan, Peugeot Design Director, commented the same when collecting the “Car Design Award” 2021 . Both belong to the Stellantis group, which, far from using platforms as a unification strategy, allows its design teams to exploit all existing and future possibilities.
The recognition of the “Car Design Award” concerns the latest Peugeot creations, which are carried out by the appointed Matthias Hossan. This award, which was created in 1984 by Mr. Fluvio Cinti , founder and director of the world-renowned motor magazine Auto & Design . The award seeks to recognize projects that contribute significantly to the evolution of automobile design, something that the judges have succeeded in sharing in the new sporty and refined image of the Peugeot. A select group made up of 12 specialists from the main international automotive publications, capable of evaluating design trends at a global level.
Awards that are sales
The award ceremony took place on November 30 and, given the current European pandemic situation, it was held virtually. The winners of the different categories were revealed from the National Automobile Museum in Turin: “Production Car”, “Concept Car” and “Brand Design Language” . The 2019 Peugeot 2008 received the honor in the “Production Car” category and the latter also went to the lion’s signature, which has just completely redone its image with a new vintage-style logo but a futuristic message.
This award takes into account the design shared by the models of 10 finalists, specifically assessing their evolution, coherence and attractiveness depending on the era in which they live. In this sense, the Peugeot portfolio fits perfectly with current tastes and trends. Matthias Hossan, Design Director of the brand, thanked the award and commented that: “It comes at a crucial moment for the brand that, with the new Peugeot 308, takes design and personality to a new level, even more daring and innovative. Our new brand image was launched with the 308 and has revolutionized the way we communicate our values. “
The designer ended his speech by making clear reference to the history of Peugeot; “Our roots reach into a glorious past, but they also project us into an exciting future.” A mantra that they have used in their last campaign, the one that comes together with the change of image of their fronts, dealerships and portals. An evolution that they plan to lead with electrified models, whether they are 100% zero emissions or hybrids and plug-in hybrids.