PEUGEOT Proudly Supports PEUGEOT’s Pride Celebration at Birmingham Pride Parade 2025

PEUGEOT reaffirms its ongoing commitment to diversity, inclusion, and progress through bold design and meaningful participation in the LGBTQ+ community. This year, PEUGEOT Design has unveiled a striking new graphic for the all-electric E-3008 and E-5008 models, integrating the iconic ‘Lion Head’ with the vibrant colours of the Pride flag, a powerful symbol of unity, courage, and authenticity.

These special edition models will make their public debut at the Birmingham Pride Parade on Saturday, 24 May 2025. As a Parade Sponsor, PEUGEOT joins one of the UK’s largest LGBTQ+ events, with over 75,000 attendees expected across the weekend. The parade marks the beginning of a major celebration featuring live music, community events, and educational experiences.

The Pride-themed design, developed by PEUGEOT Design, deconstructs the ‘Lion Head’ logo in multiple sizes and overlays it with the colours of the Pride flag—an apt visual metaphor, as a group of lions is, fittingly, called a "pride." This creative direction builds on PEUGEOT’s design legacy, where graphics have previously highlighted passion projects such as the 9X8 Hypercar and the French tricolour-inspired livery at the 2024 Paris Motor Show.

Matthias Hossann, PEUGEOT Brand Design Director, explained: “The PEUGEOT lion has featured in design expressions that support what we value—pleasure and progress. This time, we reinterpreted the Lion Head to symbolise a ‘Pride of Lions’, celebrating unity and diversity, values that deeply reflect both PEUGEOT and the spirit of Pride.”

The all-electric E-3008 and E-5008 models, offer up to 435 and 414 miles of range respectively (WLTP combined). With zero-emissions and covered by PEUGEOT CARE’s 8-year/100,000-mile guarantee, these vehicles demonstrate the brand’s alignment with forward-thinking mobility and environmental responsibility.

Nicola Dobson, PEUGEOT UK Managing Director, added: “We’re incredibly proud to unveil these special edition models as a statement of our enduring support for the LGBTQ+ community. Birmingham Pride, the closest Pride Festival to our UK headquarters, is the perfect setting to debut vehicles that embody our values—authenticity, progress and collective joy.”

As part of the Birmingham Pride Parade, the PEUGEOT Pride vehicles will be accompanied by representatives from PEUGEOT’s UK brand team, retail partners, social media collaborators, LGBTQ+ media, and members of Stellantis’ UK LGBTQ+

committee. This inclusive approach underscores PEUGEOT’s intention to amplify voices from across its network and the wider community.

Further reflecting this commitment, PEUGEOT has partnered with Attitude Magazine, the world’s largest LGBTQ+ media platform, as headline sponsor of the PEUGEOT Attitude PRIDE Awards Europe 2025. This partnership celebrates LGBTQ+ trailblazers and everyday heroes, elevating their stories across Europe.

At Norton Way PEUGEOT, we stand behind PEUGEOT’s vision of a more inclusive future—one where diversity is not only respected but celebrated. It aligns strongly with Stellantis’ wider ‘Together We Belong’ strategy, which encourages every employee to bring their authentic selves to work. The efforts of the PEUGEOT team were recently recognised by Autocar’s Drivers of Change programme for their leadership in inclusion, culture, and support for LGBTQ+ initiatives, an achievement we fully support. We are honoured to be part of a brand that places authenticity, unity, and purpose at the heart of its mission.

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