Advertisement
BBC TopGear
BBC TopGear
Subscribe to Top Gear magazine
Sign up to our Top Gear Magazine
Subscribe
Electric

Peugeot boss: “electric cars all look the same, I want us to be different”

CEO wants to make unique cars that'll be fun to drive... with a revolutionary new steering wheel concept

Published: 01 Mar 2024

“There are a lot of electric cars out there, and they all look the same. I want to differentiate Peugeot, and I think that’s when we’ve been at our strongest. 

So says Peugeot boss Linda Jackson, who tells TopGear.com that she's keen for the storied French carmaker not to fall into ‘uniformity’. “Whether you go back to the 205 GTI or you look at a new e-3008, they’re all very distinctive. We want to continue that. So we’re very strong on lighting signatures and how we bring a tech feel to our cars.”

Advertisement - Page continues below

Speaking of that fabled hot hatch - and with the reborn, electrified Renault 5 stealing this week's headlines - is Peugeot keen on reincarnating any of its heritage fleet?

“I’m not a fan of reviving retro models”, Jackson said.

Jackson spoke about how Peugeot’s core mantra of designing the exterior of a car before the interior has now been reversed. Moving forward, this means the onus will be on continuing to evolve the ‘i-cockpit’ layout ahead of the 2026 release of the Hypersquare - a radical new steering wheel that ditches a conventional setup in favour of digital electric controls and steer-by-wire technology.

“Putting a Hypersquare into a car is quite bold and audacious. I believe it’s our differentiator, and I prefer to take it in that direction as opposed to going back and saying, ‘Oh, how can I recreate the 205 GTi?’," she said.

Advertisement - Page continues below

"I’d rather take the spirit, and what makes that particular vehicle fun - and for Peugeot, that tends to be agility when driving. How do I bring that into the future? By introducing steer-by-wire.”

She's optimistic about the carmaker's fortunes. “I think it’s very rosy. We are of course already strong in the B segment, and we’re aiming for the same in the C segment with cars like the 3008.

“We want to reach the podium by 2025, and we’ve got a real opportunity here because we’re very strong in Europe and with electric vehicles. And no matter how many people don’t say it, the future, in Europe at least, is electric.”

Top Gear
Newsletter

Get all the latest news, reviews and exclusives, direct to your inbox.

More from Top Gear

Loading
See more on Peugeot

Subscribe to the Top Gear Newsletter

Get all the latest news, reviews and exclusives, direct to your inbox.

By clicking subscribe, you agree to receive news, promotions and offers by email from Top Gear and BBC Studios. Your information will be used in accordance with our privacy policy.

BBC TopGear

Try BBC Top Gear Magazine

subscribe