Remember the days when city cars were just something used to get from point A to B. We accepted them for what they were because they were cheap and did their job without too much hustle. Just like the Japanese automakers turned their tiny 660cc into beautiful little gems for the road, Peugeot also believes its smallest 4-wheeler should stand out in a crown.
The all-new 108 is one third of a trio of cars that also includes the Citroen C1 and Toyota Aygo. Of these, it's the most fashion conscious, the poshest and most expensive. Peugeot will sell over 100,000 of them per year, all with the help of one amazingly talented 28-year old Swedish singer.
Lykke Li is well known across Europe thanks to her hit single "I Follow Rivers". Gunshot is her next hit, taken from the recent album I Never Learn, and it's been selected by Peugeot to represent their new car model in an advert that aired yesterday in Britain.
The promo has a number of different themes that reflect some of the personalization options of the new Peugeot 108. The automaker says that thanks to its body, roof and 7 color themes, the 108 makes 5000 combinations possible, lifting it from anonymity.
This is how she explained its meaning in a recent interview: "I wrote 'Gunshot' straight after a meditation and the lyrics just came out of violent words, 'I'm longing for your poison like a cancer for its prey, I shot an arrow in your heart where you waited in the rain'. So this is also the moment in a relationship where you've F-ed up and some things you can never take back. I think that a lot of people can relate to that moment where it's just gone forever."
We're by no means music or fashion experts, but at a short glance, the pairing between the song and French car is seamless. Lykke Li has both a laid back attitude and enough personality to be a trend setter. However, it's a shame that the ad basically boils down to promoting colorful stickers for the 108.
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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