Peugeot has launched a “brand re-invention programme” and a five-year plan, which aims to move it up the world car sales league. It is currently the 10th biggest carmaker globally, but is aiming for 7th spot by 2015. The plan is to include 14 new model launches by 2012, a new logo and a new “Motion and Emotion” brand signature.

The new programme was launched as Peugeot marks its 200th anniversary, having moved on to car making via bicycles after starting out as a domestic appliance producer. It hopes to build on the success of critically acclaimed new models such as the 3008 SUV and 5008 MPV and move into the diesel/electric hybrid vehicles sector. There are also plans for new battery-powered two and four wheeled vehicles, while its RCZ sport scar will debut in the summer.

Peugeot is aiming for a 4 % share of the Irish car market this year, most of which will be accounted for by the 3008.