Stellantis Puts Brand Identity Front and Center, Aims to End ‘Lookalike’ Era

Gilles Vidal, the head of Stellantis's European design division, has outlined a key strategic goal for the automotive giant: to create stronger visual boundaries between its brands. He stated that the company must eliminate design overlaps and reinforce the unique identity of each marque. This move is crucial in today's market, marked by intense competition and new players introducing bold and distinctive vehicles.

Vidal, who previously led several projects at Renault, noted that Peugeot, Citroën, and Opel already possess recognizable styles. However, the DS brand requires a more structured and coherent design language. As part of this new strategy, design teams are being encouraged to approach electric models separately from internal combustion engine vehicles, experiment with proportions, and move away from the uniformity caused by the dominance of SUVs.

He also highlighted the need to reignite interest in other body types, including MPVs, an area where Citroën is already showing initiative. According to Vidal, every model must have its own distinct personality—whether it's functional, expressive, or targeted at the premium segment.

This refreshed creative policy, backed by a new emphasis on consistency and logical design, is expected to strengthen the market position of Stellantis brands in Europe and significantly boost their public recognition.