The first six months of 2013 were not good for Peugeot. The announcement of the planned closure of its Aulnay factory, the resultant cull of 8,000 jobs, the termination of its prestigious endurance racing programme. In terms of good-news stories for the PR department to share, the cupboard was bare. But, thankfully, off in a small corner of the company, a man called Bruno had a plan.
“We needed a project that was cheap, fast to implement, and would maximise media coverage to show that we were still in motorsport,” explains Peugeot Sport boss Bruno Famin. “Maxime Picat took over as the new MD of the brand in late 2012, and I told him it’d be good to do Pikes Peak.”
Pictures: Richard Pardon