Peugeot and Citroen split design teams

Posted Wed Sep 20 2006 8:53 AM by Ralph Hanson

PSA Peugeot Citroen has given its designers at its ADN (Automotive Network Design) studio the challenge of creating new innovative designs by dividing the designers into two competing teams, one for Peugeot and the other for Citroen. Each team will adopt the values and core styling themes of their respective brands, while working in 4 separate studios at the ADN.

The success of the competitive design method is evident in the 30 plus designs that have been previously completed. PSA Group commissioned architect Jacques Renault, to develop a building that could provide its designers with the creative inspiration to develop exciting cars. Despite the promotion of its internal design studios, the French car marker will still rely on external design houses for its universal appeal. Who could forget the gorgeous Pininfarina designed 406 coupe?

There are currently more that 1000 people from 21 countries working in the Paris based studio. 17 projects were completed during the studio’s first year of operation and 25 in its second, with growth in the number of designs estimated at 50% for 2006.

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