(Thu 21 Sep 06)

PSA Peugeot Citroen is setting its own designers against each other to create the cars of the future for the two brands. A total of four design studios of equal size have been created for the purpose in the company's 70,000 square metre Automotive Design Network Centre in Paris (pictured), which was opened in October 2004.

The purpose of ADN was to bring all Peugeot and Citroen's styling and engineering teams so that they could work together under one roof. Two years on, the focus has changed considerably. Of the four new studios, two will contain Peugeot stylists and the other two will house Citroen designers. The head of each Citroen studio will report directly to Citroen's styling manager, who will "foster the competitive spirit" - whatever that means, exactly - and presumably pick the most appealing design for the next new model. The same thing will also be going on at Peugeot.

This does mean, of course, that whenever a new Citroen or Peugeot is introduced, one of the design teams will have had all its ideas rejected. Good news for the company, perhaps, but we can see it leading to several hissy fits. You know what artists are like.

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