Back to our roots
When people hear the name Peugeot, they think of cars first and foremost. Yet the success story of the ‘Lion’ brand began long before the first motor car, on two wheels. As early as 1881, Peugeot was producing bicycles and became France’s first industrial bicycle manufacturer. In the decades that followed, the French company shaped the European bicycle market – and made cycling history.
Now comes the comeback.
At the legendary 2026 24 Hours of Le Mans, Peugeot Cycles unveiled its new range of models. It initially comprises seven models – ranging from road bikes, gravel bikes and mountain bikes to city bikes and e-bikes.
Licence valid until 2042
It is not the car manufacturer Stellantis itself that is behind the revival, but the French Rebirth Group. The company holds an international licence for Peugeot Cycles until 2042 and is responsible for development, assembly and sales.
The bikes are assembled in Romilly-sur-Seine, France – a location with historical ties to the brand. Rebirth specialises in reviving heritage mobility brands and already has the iconic Solex brand in its portfolio.
Initially, the new Peugeot bikes are set to go on sale in France at the end of 2026. Discussions regarding expansion into Germany, Spain and Asia are already underway.
A brand with racing DNA
This comeback is more than just a nostalgic trip down memory lane. Peugeot is one of the big names in cycling history. As early as 1905, the first Tour de France winner, Louis Trousselier, rode a Peugeot bike. The brand ran its own professional team until 1986.
In the 1970s, Peugeot was at times Europe’s largest bicycle manufacturer. Its racing bikes made from Reynolds steel tubing became particularly legendary, including the PY-10, which still enjoys cult status today.
A little-known fact: Peugeot was often ahead of its time. As early as 1906, the company was fitting two-speed in-hub gear systems. In 1983, it unveiled the PY10 FC, one of the first production road bikes with a carbon frame. A year later, Peugeot launched the first mountain bike on the French market.
More than just nostalgia
As expected, the new models feature modern technology, electric powertrains and contemporary design. The key question, however, will be whether Peugeot can achieve more than just a retro revival.
These days, a brand name alone is no longer enough to sell bicycles. The market is highly competitive, customers are discerning and the competition is global.
Yet few brands can boast a history to match. Any brand that was already building bicycles when the car was still a distant dream certainly has the best possible foundations.
We’ve come full circle
Peugeot started out as a bicycle manufacturer. It was only later that it began producing motorbikes and cars. Now the brand is returning to its roots.
Or to put it another way: the lion is getting back on the bike. And this time, the ride is set to last until at least 2042.
Dimitri Lehner
Editor
