It almost started with the Peugeot 207 Elle. This version of the already funky-looking 207 CC had a purple trim that was designed by Elle Magazine readers. It looked fab but was pretty difficult to get any decent pictures or further information on (does anyone know anyone who has one of these?). I tried to get more info and test drive one but could not find one available anywhere near me.

Then Peugeot thought they’d give the tiny 107 a refurb’ to try and match the PR job done on the new Ford Fiesta, so they invented the Drive Sexy campaign. It’s too early to say if this has appealed to females or not, on the face of it the campaign seems to be talking to guys. Driving ‘sexy’ is not something that is a priority for most girls.  Comfort, confidence, and freedom are important to me; I want my car to say more than “hey look at me swinging my hips, don’t I look sexy”.

But maybe I’m being a bit harsh because when you look further than the name of the campaign and read Peugeot’s ’Drive Sexy’ commandments, they actual make quite a bit of sense and sound like admirable aims. Peugeot want drivers to chill out and be cool rather than getting all hot and hostile behind the wheel. They’ve chosen the word sexy as an opposite to hostile. Are they trying to appeal to men with this statement, or to females, or both?

From the look of the latest campaign for the 308 nudes in a scarf, which features male and female nudes walking across London, Peugeot are straddling the sexes whilst not really appealing to either. Maybe that is their intention. It makes sense to hedge your bets during a recession though, doesn’t it?

The beautiful design of the 207CC and 307CC meant that Peugeot gained a substantial number of female customers. The campaigns for these two cars have been much more subtle in comparison. So maybe Peugeot could spend less money on sexy advertising campaigns and more on involving females in the design and trim option process of their small cars.