Cars

Experience is the future for Peugeot design

By 2023-03-07T13:45:00

Peugeot Inception concept2443

Peugeot design director Matthias Hossann chats to Mark Smyth about the Inception concept and what clues it gives us to the brand’s design direction

Peugeot made a dramatic statement when it unveiled the Inception concept at CES in Las Vegas. It not only had the wow factor we like to see in a concept, but it also provides some strong clues as to where Peugeot design is headed. Matthias Hossann is the brand design director and gave us some insight into the concept, how it will shape future designs and how he sees the role of a designer changing.

“With the Inception, I would say it’s more than just a concept car, it’s a brand vision,” he says. “It is showing some direction or evolution in terms of design, but more than that, it gives some indication in terms of brand spirit and brand vision, what we would like to implement in the future.”

Brand recognition is a key element of…

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