Peugeot Onyx shows brand identity's versatility


A strong and successful brand identity should be flexible enough to be adopted on a wide range of products.
Peugeot’s current design style and brand identity was first shown on the 2010 SR1 concept car, but rather than being restrained to open-top sports cars, the style has successfully been translated onto other body templates.
Models such as the four-door 2010 5 Concept, prelude to the 508, the 2010 HR1 Concept shows how well it befits a small SUV, and the EX1 fires the imagination with its ground hugging space-age looks.
What works well with normal templates of everyday cars, doesn’t necessarily come up well in the world of supercar design and vice versa.
Take the Porsche Cayenne which looks like a morbidly obese 911 sports car, taking design cues that works on a certain dimension and layout won’t work with all vehicles of different shapes and sizes.   
Peugeot’s new mid-engined concept, the Onyx, is one of those rare occasions when the brand identity fits it role perfectly.

The Onyx’s subtle curves, clean shape, and futuristic and intricate wing mirror design does have the same style as that shown on the SR1.   
To accentuate the Onyx’s clean shape, its wings and doors are handcrafted from a single sheet of copper and polished.
Interestingly Peugeot’s designers decided to leave the copper plating unprotected as its appearance would steadily evolve over time, a sort of “constantly evolving artwork” if you may call it.  
The bronze colour of the copper is a contrasting to the rest of the Onyx’s carbon-fibre body panels which are painted in matt black.
There are more familiar Peugeot design cues to be found on the Onyx, for instance its roof mounted air-intakes form a double-bubble roof shape, and the rear lights with its signature three LED light strips which resembles that of a lion’s claws.
The air-intakes not only complements the shape of its double-bubble roof, but forms NACA ducts on the roof which melds seamlessly into the car’s shape.
Beneath the engine cover lie a 3.7-litre diesel V8 engine which is said to produce 600hp, all channeled to the rear wheels via a six-speed sequential gearbox.
The Onyx also features Peugeot’s HYbrid4 technology which is used to recover energy from braking, store it in onboard lithium-ion batteries, and use the stored energy as an energy boost of up to 80hp during acceleration.
Despite using a V8 engine and hybrid system, thanks to its use of carbon-fibre, Peugeot claims that the Onyx weighs in at a paltry 1,100kg.  
Finishing a supercar concept would have been enough, but Peugeot’s designers went the whole nine yards by stretching the concept’s two-tone theme over a concept bicycle and a concept three-wheeled scooter.  
Both the concept bicycle and scooter come fashioned with a matt black paintjob with touches of copper trim to highlight the technology feature with the Onyx.
The Onyx will be shown at the 2012 Paris Motor Show set to happen from September 29 till October 14. 

Tags: #Peugeot