Stellantis sharpens brand identities, separates EV design
Gilles Vidal's strategy to sharpen Stellantis brand identities and separate EV and ICE design
Stellantis sharpens brand identities, separates EV design
Stellantis design chief Gilles Vidal outlines a strategy to clarify brand identities, separate EV and ICE styling, move beyond SUV uniformity, and revive MPVs.
2025-11-16T13:38:07+03:00
2025-11-16T13:38:07+03:00
2025-11-16T13:38:07+03:00
Gilles Vidal, head of Stellantis’s European design division, set out a clear strategic goal for the group: to draw sharper lines between the visual identities of its brands. He said the company needs to eliminate design overlaps and amplify each marque’s individual traits—an urgent task as competition intensifies and new players bring striking newcomers to showrooms. The subtext sounded straightforward: indistinct boundaries between brands are no longer acceptable.Vidal, who previously led several projects at Renault, noted that Peugeot, Citroën and Opel already have recognizable styles. DS, however, needs a more structured and legible design language. Under the refreshed strategy, teams are being asked to treat electric models separately from combustion-engine cars, to experiment with proportions, and to move away from the uniformity imposed by SUV dominance. It’s a sensible shift, since separating EVs encourages fresher packaging and reduces the clone effect across lineups.He also pointed to the need to rekindle interest in other body styles, including MPVs, where Citroën is already taking the initiative. According to Vidal, every model should project its own character—whether functional, expressive or aiming for the premium end. In an SUV-saturated market, that sounds like a timely attempt to bring back variety and give each nameplate a clearer role.The updated creative policy, backed by demands for consistency and logic in design, is expected to help Stellantis strengthen its brands in Europe and boost their recognition. If the intent turns into discipline at the drawing board, the lineup should read cleaner, with fewer overlaps and more conviction from badge to badge.
Stellantis, Gilles Vidal, brand design, brand identities, EV design, ICE styling, SUV dominance, DS design language, Peugeot, Citroen, Opel, MPVs, European market, model differentiation
2025
Michael Powers
news
Gilles Vidal's strategy to sharpen Stellantis brand identities and separate EV and ICE design
Stellantis design chief Gilles Vidal outlines a strategy to clarify brand identities, separate EV and ICE styling, move beyond SUV uniformity, and revive MPVs.
Michael Powers, Editor
Gilles Vidal, head of Stellantis’s European design division, set out a clear strategic goal for the group: to draw sharper lines between the visual identities of its brands. He said the company needs to eliminate design overlaps and amplify each marque’s individual traits—an urgent task as competition intensifies and new players bring striking newcomers to showrooms. The subtext sounded straightforward: indistinct boundaries between brands are no longer acceptable.
Vidal, who previously led several projects at Renault, noted that Peugeot, Citroën and Opel already have recognizable styles. DS, however, needs a more structured and legible design language. Under the refreshed strategy, teams are being asked to treat electric models separately from combustion-engine cars, to experiment with proportions, and to move away from the uniformity imposed by SUV dominance. It’s a sensible shift, since separating EVs encourages fresher packaging and reduces the clone effect across lineups.
He also pointed to the need to rekindle interest in other body styles, including MPVs, where Citroën is already taking the initiative. According to Vidal, every model should project its own character—whether functional, expressive or aiming for the premium end. In an SUV-saturated market, that sounds like a timely attempt to bring back variety and give each nameplate a clearer role.
The updated creative policy, backed by demands for consistency and logic in design, is expected to help Stellantis strengthen its brands in Europe and boost their recognition. If the intent turns into discipline at the drawing board, the lineup should read cleaner, with fewer overlaps and more conviction from badge to badge.
