Generation Z, born between the mid-1990s and early 2010s, is shaping the future of many industries, including automotive. Traditionally, car brands like Peugeot have been associated with performance and speed, especially with iconic models like the 205 GTI. However, a recent shift suggests that the brand’s future lies not in horsepower or torque but in digital experiences. With the premiere of its new E-3008 crossover, Peugeot is signaling its departure from the conventional definition of ‘performance’ in favor of what appeals to the next generation: gaming.
Linda Jackson, the CEO of Peugeot, shares this revelation after extensive research with younger customers. When conversing with the older generation, performance conjures up images of hot hatchbacks like the 205 GTI. But for the emerging consumer base, performance is an entirely different ball game.
The message is loud and clear: Gen Z is not keen on traditional metrics like lift-off oversteer or engine noise. Instead, they desire a gamified experience in a digital landscape. This shift aligns well with Peugeot’s long-term plans, especially given that the company aims for all its European sales to be electric by 2030.
According to Jérôme Micheron, Product Director at Peugeot, the traditional performance car market is collapsing. The focus is now on rolling out a wide range of mainstream electric vehicles (EVs) by 2025. This shift also reflects in the branding of their new models. For instance, Peugeot’s E-3008 crossover, which sports a 320bhp Dual Motor, is being marketed not for its straight-line speed but for its all-wheel-drive (AWD) capabilities.
The most prominent indicator of this shift is the introduction of the “Hypersquare control” in their Inception concept vehicle. Jérôme assures that this feature, which integrates gaming into Peugeot cars, will make it into production models, possibly as early as 2026.
In conclusion, the tides are changing, and Peugeot is wisely riding the wave. As traditional performance metrics become less relevant to younger consumers, the French automaker is adapting by focusing on digital and gamified experiences. Whether or not this strategy proves successful remains to be seen. However, one thing is clear: the days of defining car performance solely in terms of speed and horsepower are numbered, especially if Gen Z has anything to say about it.