Peugeot applies design talents to planes, watches and more
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The Peugeot unit of PSA/Peugeot-Citroen is joining automakers such as BMW, Porsche, Mercedes-Benz and Lotus by creating a business unit that offers design services for non-automotive products.
The Peugeot Design Lab will borrow the talents of the French brand's design studios in Paris, Shanghai and Sao Paolo as it draws up blueprints for a wide range on non-automotive new products.
The design lab's portfolio includes sailboat, motor boat, watch and bicycle designs, a Peugeot spokesman told Automotive News Europe.
Peugeot appointed Cathal Loughnane as the unit's manager. Loughnane, a 34-year-old Irishman who joined PSA in 1999, will report to Gilles Vidal, who has served as Peugeot's director of style since 2010.
Sam Livingstone, director of the UK-based Car Design Research, said the profit potential of the design business is impossible to quantify but the enhanced image that Peugeot would enjoy is "unarguably beneficial," Livingstone said.
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