Futura was able to meet the boss of Peugeot on the occasion of the World Car Championship 2024. Linda Jackson delivered her vision of the car of the future and explained the brand’s current strategy to remain competitive while maintaining a vast range of 100% electric quality.
Renault unveiled its complete 100% electric range on its stand at Auto World. If electrified models differ little in stylestyle from their thermal cousins, there is a reason. And it was Linda Jackson, the boss of Peugeot who explained to us why, detailing a vision of a future, draped in an ethical and societal commitment for the lion brand’s vehicles.
Futura: On your stand, we can see the Inception concept. A car with a design very far from the current electric range. Is this your vision of the Peugeot of the future?
Linda Jackson : It is above all an optimistic vision of the brand with an interior symbolizing space. This concept will probably never see the light of day due to its length and breadth. The car is clearly not practical in an urban environment. It is above all a state of mind of the future. However, some of its elements should, however, integrate future models at Peugeot. This is particularly the case for the concept i-Cockpit Inception. Based on the i-Cockpit current, which is appreciated by 12 million customers, it becomes panoramic.
Likewise, you were able to discover the Hypersquare steering wheel which can even be tested with simulators. This rectangular steering wheel is a digital control. It is intuitive and responsive. It is also more agile, because there is no need to turn the steering wheel 2.5 times to steer. This concept shows our desire to reinvent the automobile, even if our current models retain the DNA of their thermal parents.
Futura: With vehicles that are electric versions of thermal models, is this enough to convince a clientele who could be attracted by neo-retro models like those from Renault, or creations ex nihilo like those offered by Chinese brands or Tesla?
LJ : To show the quality and expertise of Peugeot, we want above all to reassure customers about our electric vehicles by offering an 8-year or 160,000 kilometer warranty. To reinforce this commitment, the Wallbox is also offered, as well as a recharge pass Free2Move Chargeproviding access to 800,000 charging stations across Europe. Our range is sufficiently comprehensive to meet drivers’ expectations. On the reassurance side, the question of the limited autonomy of electric vehicles is no longer really a concern – with the E-3008, it is 700 kilometers. This is also the best autonomy for an SUVSUV in this category. These are all arguments which make some of our models real bestsellers. This is particularly the case of the E-208, leader in its segment in France and Europe. It is also that of the E-2008, the best-selling electric SUV in France.
As for competition from Chinese brands, without arrogance, I have enough confidence in the brand that it will remain competitive. We have a complete range of electric vehicles. And then, competition from emerging brands has already existed in the history of Peugeot. This was the case with the arrival of Japanese and Korean brands.
The difference with a brand like Peugeot is the history. We have a 210-year heritage with a past that enriches our new ranges and those of the future. Chinese brands only have innovation going for them. We are counting on the strong residual value of Peugeot quality. It’s a reality, our brand is popular with the French. And then there is price competition. To remain competitive in Europe, we are banking on lowering production costs with the use of Stellantis electrical platforms. Please note, this does not mean that there is no longer any move upmarket. Likewise, for greater ecological virtue, the vehicles are produced in five industrial sites present in France. This is our historical heritage and it passes through the Sochaux industrial site.
