that the group is poised to launch in 2010

Even the famous lion, hieratic, arising as a medieval shield on a background of blue flag night, disappeared... Instead, a new logo, centred on the silhouette of the animal, more stylized, both mat and metallic, embodying in its graphic missing flag blue. With bonus, a small side "cartoon" to which Peugeot do had not used us. But thing promised, due thing. Last November, the Executive Board of PSA was committed to introduce a radically renewed identity in January. It is now made since last Friday with the redesign of the graphic Charter, Visual identity (all orchestrated by BETC Design) and a new signature mark, common to the France and the international ("Peugeot, motion and emotion") orchestrated by BETC Euro RSCG advertising agency. A slogan in agreement with a positioning nor exclusively focused on classic automobile, as continues to claim it a part of the market - including Volkswagen with its signature "das Auto". But rather a signature based on the very eclectic mobility opportunities (electric scooter, electric car Ion...) that will provide the manufacturer this year. In the aftermath, Citroën yesterday unveiled its new global signature "Citroën, creative technology.

The history of the cultural revolution of Peugeot starts in the heart of the summer, July 15, 2009, date of the appointment of Xavier Peugeot management marketing and communication world of Peugeot. The newcomer crosses the client studies, reflections reported internally that entrusted its own agencies... and judge that all the conditions are required for flat communication strategy.

The end of a cycle

While the brand is celebrating this year its two hundred years of existence that led it the sale of pepper casters and corset in the future electric microvoiture BB1 whales, "Peugeot comes at the end of a cycle, while the automotive market is toughest crisis of its existence and that is in addition to these difficulties a growing environmental requirement".decrypts Raphaël de Andreis, co-Chair of BETC Euro RSCG. The automaker must must resolve its own internal contradictions and including very heterogeneous marketing positioning, "where, in Russia for example, continued Raphaël Andreis, the brand is first known for its small cars, 206 or 207, stylish and pretty women, while, in France, in Europe South to Argentina, where Peugeot is very long, it has an image over top of range."due particularly to its sales of sedans.

The first contradiction are added very different advertising signatures. "In France, this was fifteen years that we déclinions the slogan"so that the car is always a pleasure", says Xavier Peugeot, while abroad, we were sometimes on"the drive of your life", sometimes"engineered to be enjoyed". In short, in an automotive industry where one reasons now globally, Peugeot has some penalty to impose an international positioning single and coherent, while highlighting the flurry of technological innovations (bike, scooter and electric car...) that the group is poised to launch in 2010. The estimated volume of sales for the Ion, which will be launched in November is, according to Peugeot, "3,500 units", but the manufacturer table on the figure of 15,000 by 2011.

Where this new communication strategy, including the amount should not exceed the EUR 700 million gross (excluding commercial negotiation) spent in media across the world in 2008. Highlight of the device: a television spot world of sixty-seven seconds (including the production budget amounted to EUR 1.2 million), designed by BETC Euro RSCG and directed by Michael Gracey, already the throttles of the previous spot of Evian featuring rappers babies. The film, visible from January 17, explores several routes and manages, in a format ultramodern, full of special effects, to recall the history of a Peugeot who regularly proved ahead of his time. Since the invention of the peppermill (in 1841) and the motorcycle (1896), passing through the first coupé convertible (2000) and the electric microcar BB1. The concept of the spot Fragmentation, hybridization. Each image - or almost-, a product explodes, fragments. Before reappearing in the form of a novel model, integrating discoveries past, "hybridized" with innovative technical elements.

In short, a revisited version of the famous "tradition and modernity." With a model of creative advertising at the top: Apple, indicates Rémi Babinet, the "B" to BETC, who wishes to continue to communicate on a car-pleasure and not blend in with the ambient guilt. Broadcast in its entirety in January and February, the film will be visible the following month via a succession of small spots of fifteen seconds.

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