Peugeot wants to attract young drivers with its technological prototype Inception

Instead of the traditional steering wheel, this rectangular object with a screen works by touch, with simple clicks or lateral movements, like a video game. It no longer guides the car through a physical steering column, but through electrical controls.

“A new generation of customers arrives, younger, accustomed to using smartphones (…) and we have to adapt to the times”Jackson points out.

“Of course, we try to satisfy our existing customers, but we also want to attract new ones”add.

Inception, the new Peugeot vehicle

The car was shown at the technology fair Consumer Electronics Show (CES), in Las Vegas, considered a world showcase for technology, one of the reasons why Peugeot chose this vibrant American city to present its prototype.

“Cars are no longer a matter of mechanics, but of software (…) of how to manage them”says Jackson.

But Peugeot has no plans to return to the United States, where it hasn’t built cars since 1991.

After the merger in 2021 of the Peugeot parent company with the Fiat-Chrysler (FCA) group, with a strong presence in the United States with Chrysler and Alfa Romeo, this idea was abandoned – “definitely” he said – as a possibility in 2016.

Jackson stressed that the group wants to increase its presence away from its strongholdEurope, especially in South America, the Middle East, Africa, India and Asia-Pacific.