Gilles Vidal on the future of Stellantis’ European brands – “We need to deliver iconic products”

Gilles Vidal’s arrival at Stellantis sees the head of design approach the eight European brands with a firm goal – to create the next-generation of icons.

Sitting down in the Stellantis design studio just outside of Paris, Vidal began by acknowledging the state of the industry – one that is undergoing a significant revolution that requires both adaptation and a sharper focus on brand identity. After all, customers buy into each brand – whether that’s Peugeot or Vauxhall – not Stellantis. 

Vidal outlined that each brand must stand out with breakthrough ideas across all car segments by pushing creativity in silhouette, form language and details. Interior design makes up a large part of this, having evolved from mere styling to crafting an on-board experience that includes purposeful materials, screens, graphic design and ambient lighting.

Vidal’s ultimate goal is to “trigger love at first sight,” but what does this look like for each brand? For Peugeot, it translates into a focus on innovation, with Vidal highlighting the steer-by-wire system and Hypersquare steering wheel featured in the Polygon concept. “That’s the added value we need to deliver. We can push and find more ideas like this, but it’s a balance with staying true to Peugeot’s root values,” Vidal remarks. 

Citroën is a completely different story. Vidal states he is pushing the brand to be accessible and affordable, yet highly inventive in its solutions. He points to the ELO concept car’s “weirdness” in its modular cockpit. “The final shape didn’t even matter anymore, it’s about the kind of experience you want to deliver,” he noted. “This notion of pushing creativity so far is not just a matter of success, it’s a matter of survival in the future.” 

As for DS, Vidal recognises that the brand is reaching a certain level of maturity. “It still has this premium feel to it, but with a very efficient approach,” he added. Looking ahead, the brand will, like the others, be pushed further, with the next generation of DS vehicles on the way. 

Switching to Opel/Vauxhall, Vidal keeps it short and sweet. He has ambitious plans to make the brand “the most creative German brand,” by finding unexpected ways to be creative while retaining that German quality and execution. 

Fiat already evokes the feel of a warm, Italian lifestyle and Vidal aims to lean further into the brand’s heritage. Recognising the internal competition, he said: “Fiat and Citroën will compete a little bit, but as little as they can because we in Stellantis have control over our brands – so the French, creative and affordable Citroen and the dreamy, sensual Fiat will each have their own character.” 

Known for delivering engaging vehicles, Alfa Romeo remains focused on experience. For Vidal, this means keeping “phygital” at the heart of the brand through a blend of tactile controls and screens. As for the future, Vidal promises something “exciting.” 

Lacia’s future looks set to build upon the progressive design that has already spanned 119 years. Vidal points to the Ypsilon as an example: “It’s very daring and inspired by architecture and product design. It’s very structured yet it has this curvy body. It’s as if a product designer and a car designer had a baby. That’s what we want to push more in the future.”

Last, but certainly not least, Maserati. Looking at the brand’s history, Vidal notes that roughly every two decades Maserati undergoes a shift in its design language. “The current loop is theoretically finished,” Vidal remarks. “So, what’s the next thing? I will not answer today but we are looking for the next generation of vehicles. We are comparing ourselves to the Chinese brands and their ability to deliver fast, high-quality products with lots of technological content. We can be just as fast, clever and efficient in addition to the power of our heritage.” 

Vidal concludes by looking forward to the Paris Motor Show, “I hope there will be a ton of things to show you then.”