Peugeot is supporting the Pride Parade in Birmingham (the one in the UK, not the one in Alabama) and is marking the occasion by finishing an E-3008 and an E-5008 in a dramatic rainbow colour scheme.
That colour scheme actually looks a little familiar…
It should do. The livery on the two Peugeot cars is actually based on the famous lion's head badge that has been such an iconic part of the brand since it was created more than 100 years ago. Indeed, the lion connection is why the livery is called the 'Roaring With Pride' colour scheme - see what they did there? It's an abstract representation of the Peugeot lion badge, finished in the rainbow hues of the Pride flag.
When are these vehicles going to be on the road?
The newly-liveried Peugeots will be used as part of the Birmingham Pride Parade on the 24th of May (that's this weekend if you fancy booking a ticket…). Birmingham Pride Parade is one of the largest LGBTQ+ events in the UK, attracting over 75,000 participants and spectators annually. Held in the city centre, the parade marks the start of a weekend-long celebration that includes live performances, community stalls, and educational events. As a Parade Sponsor, the Peugeot Pride E-3008 and E-5008 will be joined in the procession by members of the Peugeot brand team, its retail network, key suppliers, social media content partners, LGBTQ+ media, and many other attendees from across Stellantis, including from its UK LGBTQ+ committee.
Nicola Dobson, Peugeot UK Managing Director, said: "We're incredibly proud to unveil the Peugeot Pride E-3008 and E-5008, a bold, electrified statement of our ongoing commitment to diversity and inclusion. By reimagining our iconic 'Lion Head' in the vibrant colours of the Pride flag, we celebrate the individuality, courage and unity of the LGBTQ+ community. Birmingham Pride is the perfect stage to debut these models as the largest and closest Pride Festival to our UK Head Office, where progress, authenticity, and collective joy come together. At Peugeot, we believe pleasure and pride are at our core and drive progress, and that starts with feeling seen, valued and celebrated.”
This isn't the first time Peugeot has supported the LGBTQ+ community, is it?
No, it's not. Peugeot also has a long-standing collaboration with Attitude Magazine, the world's largest LGBTQ+ media brand, and it underscores the brand's “unwavering commitment to championing diversity, inclusion, and authenticity. As the headline partner of the Peugeot Attitude PRIDE Awards Europe 2025, the brand proudly celebrates LGBTQ+ trailblazers and everyday heroes across the continent, amplifying their stories and contributions on a global stage.”
The wider Stellantis Group also runs a 'Together We Belong' employee strategy, which “fosters an inclusive workplace culture where every employee feels heard and free to be their authentic selves. Through initiatives like these and the creation of employee resource groups supporting minority communities, Peugeot continues to drive forward a culture that doesn't just acknowledge difference, it celebrates it. In supporting underrepresented communities and marginalised groups, the Peugeot team was recognised by Autocar Drivers of Change for its commitment to culture, inclusion, and belonging, as well as for actively driving LGBTQ+ support.”
What other special lion's head schemes have been used?
This 'Roaring With Pride' scheme isn't the first time that Peugeot has created a special colour scheme for its leonine mascot. Last year, at the Le Mans 24hrs, it ran the fabulous 9X8 racing cars in a dramatic, almost camouflage-like, scheme that used the lion's head picked out in the grey, white, and lime green colours of Peugeot Motorsport. Then, at the Paris motor show last year, the electric car lineup of E-408, E-3008, E-5008, and E-308 were all decked out in a lion's head motif that used the famous red, white, and blue of the French tricolour.
Speaking of the Roaring With Pride scheme, Matthias Hossann, Peugeot Brand Design Director, said: "The Peugeot lion has featured in graphic design before to support what Peugeot is passionate about: pleasure and progress. This time, we reimagined the design by deploying the iconic 'Lion Head' in various scales, creating a bold visual that symbolises a 'Pride of Lions'. This reinterpretation celebrates the strength of unity and diversity, values that resonate deeply with Peugeot and the spirit of Pride. We wanted to spotlight the collective energy, resilience and rich individuality within the LGBTQ+ community. The design now features a vibrant palette inspired by the Pride flag, with colours that stand for inclusion, courage, and authenticity.”