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Jackson, though, is adamant. “In terms of the Chinese brands, I’m certainly not knocking them. I’ve driven many of the products and they’re great vehicles. But for Peugeot, we need to be true to our values. What are we offering that’s different? And we believe that we’re offering a design that’s much sharper, much more distinctive. That’s our strength. We’re offering an interior experience which is different with the i-cockpit.
Linda Jackson introduces Stellantis's Peugeot Inception concept electric vehicle at CES 2023 in January. Photograph: Ethan Miller/Getty Images “If you think about it, we’ve been living that life for 10 years now,” she says. “We have the 3008, Citroen has the C5 Aircross, Opel has the Grandland – three different cars built using the same platform, and yet all three stick to the individual brand personalities. So we’re used to it, and sure we have 14 brands now in the group, but we’re very efficient about how we make use of all the technologies.
“Take the 205, for example, what made the 205 GTI so popular, what are the elements and the values that we could take and bring to today? I’m not planning to make high-performance vehicles and compete with all of these at the moment.
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