First, it was Mazda. Now, it's Peugeot. The French automaker made a bold announcement this week. This time around, they are aiming for the big boys of the luxury segment. Not only that, but they also showed off their new logo to reflect their new direction.

With that, they are gunning for the likes of Audi, BMW, Mercedes-Benz, and Lexus. So, how does Peugeot plan to do it? At the moment, Peugeot is tight-lipped about that detail, but we can expect more plush and luxurious offerings from the French automaker. That said, they have been coming up with radical and upscale designs for the past three years. The new design language was kicked off by the 508 back in 2018. Now, all Peugeot models feature slim headlights and LED “fangs” on the front end.

Peugeot aims higher for the premium crowd, new logo launched image

As for the new logo, it's a nod to their past with futuristic elements. For instance, they replaced the standing lion with a lion's head. The last time they went for that look was in 1965 which was subsequently redesigned in 1970. Meanwhile, the shield that encases the lion is a throwback to their logo from 1960. Bringing it to modern times is the Peugeot font above the lion. According to the brand, the new visual identity is synonymous with prestige, confidence, longevity, and lineage. It also bucks the trend of “minimalist” logos from several automakers such as Volkswagen, BMW, and Nissan.

Peugeot aims higher for the premium crowd, new logo launched image

The first model to be launched under the new brand direction will be the third-generation 308. The current 308 debuted in 2014, making it ripe for a full model change. This model garnered critical acclaim from the European press, winning the 2014 European Car of the Year. It was sold here in 2016 before Peugeot Philippines shifted their attention to their crossover lineup. Having reviewed it in the past, we have high expectations for this model. We reckon it's a model that can slot between the mainstream hatchbacks from Volkswagen and Renault and the compact offerings from BMW and Mercedes-Benz. We'd like to think it will undercut the luxury marques while offering as much luxury and flair.

Of course, the only way we'll get to test it is if Peugeot Philippines decides to bring it in here. While we're at it, we'd love to see the second-generation 508 here too.