Design : the driving force behind Peugeot Citroën's market positioning

In a context where brands are global, the relevance of every corporate communication takes on great importance. With this in mind, Jean-Pierre Ploué took on the job of director of design at PSA Peugeot Citroën and started both the integration and the differentiation of two of the company’s flagship brands... which became three. The desire to optimise its manufacturing platforms with different designs led PSA to develop the DS brand. The DS relied on a pre-existing framework, and the aim was to capitalise on its association with Paris and France, and also be a driving force behind improvement in the group. The role of director of design therefore includes managing all the elements which contribute to market position and brand identity, increasing brand differentiation, and, with regard to the designers, finding the right balance between creativity and how to master it.