PEUGEOT IS ROARING WITH PRIDE AS IT REVEALS INCLUSIVE LIVERY FOR E-3008 AND E-5008

PEUGEOT roars with pride as it unleashes bold and inclusive graphic design to cement its commitment to supporting the LGBTQ+ community. Created by PEUGEOT Design, the graphic deploys the brand’s familiar ‘Lion Head’ in the colours of the Pride flag. The PEUGEOT Pride E-3008 and E-5008 will make their debut at the Birmingham Pride Parade 2025 on Saturday, 24 May.

PEUGEOT Design has created a new graphic design to showcase its support for the LGBTQ+ community. The graphic design, adorning the all-electric E-3008 and E-5008, deconstructs the brand’s emblematic ‘Lion Head’ in various sizes and proudly wears the colours of the Pride flag; fitting, as any gathering of lions forms a pride.

This is not the first time PEUGEOT Design has deployed the ‘Lion Head’ in a graphic livery to showcase its seriousness for pleasure and progress. In 2024, for the third year running, PEUGEOT Design and PEUGEOT Sport worked together on a special livery for the new 9X8 Hypercar with the brand’s lion – a symbol of speed, flexibility and strength – lying at the heart of the design in the colours of PEUGEOT Sport. In October of the same year, at the Paris Motor Show, the new E-408, new E-3008, new E-5008 and E-308 all sported a striking lion graphic livery, courtesy of PEUGEOT Design, inspired by the colours of France’s national flag, the tricolour, combining blue, white and red.

Each time the ‘Lion Head’ graphic design has been deployed, it has only done so to support what PEUGEOT is passionate about: pleasure and progress. For the collaboration with PEUGEOT Sport and the new 9X8, the graphic design conveyed the sense of collective that reflects the values of endurance racing, and highlights the wealth of talent and team spirit of PEUGEOT Total Energies. The graphic design inspired by the French flag for Paris Motor Show oozed French charisma and demonstrated the pride of PEUGEOT to showcase its assembly in the brand’s home market of France.

Matthias Hossann, PEUGEOT Brand Design Director, said: "The PEUGEOT lion has featured in graphic design before to support what PEUGEOT is passionate about: pleasure and progress. This time, we reimagined the design by deploying the iconic ‘Lion Head’ in various scales, creating a bold visual that symbolises a ‘Pride of Lions’. This reinterpretation celebrates the strength of unity and diversity, values that resonate deeply with PEUGEOT and the spirit of Pride. We wanted to spotlight the collective energy, resilience and rich individuality within the LGBTQ+ community. The design now features a vibrant palette inspired by the Pride flag, with colours that stand for inclusion, courage, and authenticity."

The new E-3008 and E-5008 wear their new graphic liveries with pride, and will make their public debut at Birmingham Pride Parade 2025 on Saturday, 24 May. With electric ranges of up to 435 miles and 414 miles (WLTP combined cycle) respectively, PEUGEOT’s Pride Parade will be zero-emissions, with both models covered by the PEUGEOT CARE 8-year/100,000-mile peace-of-mind coverage.

Birmingham Pride Parade is one of the largest LGBTQ+ events in the UK, attracting over 75,000 participants and spectators annually. Held in the city centre, the parade marks the start of a weekend-long celebration that includes live performances, community stalls, and educational events. As a Parade Sponsor, the PEUGEOT Pride E-3008 and E-5008 will be joined in the procession by members of the PEUGEOT brand team, its retail network, key suppliers, social media content partners, LGBTQ+ media, and many other attendees from across Stellantis, including from its UK LGBTQ+ committee.

Nicola Dobson, PEUGEOT UK Managing Director, said: "We’re incredibly proud to unveil the PEUGEOT Pride E-3008 and E-5008, a bold, electrified statement of our ongoing commitment to diversity and inclusion. By reimagining our iconic ‘Lion Head’ in the vibrant colours of the Pride flag, we celebrate the individuality, courage and unity of the LGBTQ+ community. Birmingham Pride is the perfect stage to debut these models as the largest and closest Pride Festival to our UK Head Office, where progress, authenticity, and collective joy come together. At PEUGEOT, we believe pleasure and pride are at our core and drive progress, and that starts with feeling seen, valued and celebrated."  

PEUGEOT’s partnership with Attitude Magazine, the world’s largest LGBTQ+ media brand, underscores the brand’s unwavering commitment to championing diversity, inclusion, and authenticity. As the headline partner of the PEUGEOT Attitude PRIDE Awards Europe 2025, the brand proudly celebrates LGBTQ+ trailblazers and everyday heroes across the continent, amplifying their stories and contributions on a global stage.

This work aligns closely with Stellantis’ ‘Together We Belong’ employee strategy, which fosters an inclusive workplace culture where every employee feels heard and free to be their authentic selves. Through initiatives like these and the creation of employee resource groups supporting minority communities, PEUGEOT continues to drive forward a culture that doesn’t just acknowledge difference, it celebrates it. In supporting underrepresented communities and marginalised groups, the PEUGEOT team was recognised by Autocar Drivers of Change for its commitment to culture, inclusion, and belonging, as well as for actively driving LGBTQ+ support.

ENDS

ABOUT PEUGEOT

PEUGEOT is an inventive high-end mainstream brand. The ‘Power of Allure’ is our brand promise, epitomised in all of our models and services. Allure (attractive design), Emotion (instinctive driving pleasure) and Excellence (uncompromising quality, efficiency and technology) represent our values. PEUGEOT is present in more than 130 countries worldwide and sold more than 1,050,000 vehicles in 2022. By 2025, all of our models (PC and LCV) will be electric. The PEUGEOT E-LION Project is a 360° approach to deliver our Carbon Net Zero objective by 2038. The electrified PEUGEOT 9X8 Hypercar demonstrates our passion for motorsport, competing in the World Endurance Championship (WEC), including the iconic 24 Hours of Le Mans.