Peugeot’s Numbering System: A Century of Strategy and a Clash with Porsche

Explore why Peugeot names its cars with numbers like 201 and 3008, and how this led to a historic naming conflict with Porsche over the 911.

There’s something oddly satisfying in the rhythm of Peugeot model names. From the compact 205 to the rugged 5008, the French automaker’s numbering system seems both logical and mysterious. Yet behind those digits lies nearly a century of brand strategy, myth-busting, and even a clash with Porsche over one of the most iconic sports cars in history.

It all began in 1929, when Peugeot released the 201. More than just a new model, the 201 marked a turning point: it was the company’s 201st project, and its name introduced what would become the brand’s signature – a three-digit number with a zero in the middle. At the time, the system offered a way to classify vehicles by size and generation. The first digit denoted the model's segment, the last referred to its evolution within the lineup, and the central zero — well, that became the hallmark.

Despite some persistent folklore, the middle zero had nothing to do with a hand-crank starter, as some fans suggest. According to Peugeot’s own historical archive and the L’Aventure Peugeot museum, the real reason was far more pragmatic: it was simply a way to organize an expanding lineup with precision. Over the decades, Peugeot held tightly to that logic, even extending it in 2005 to include double-zero formats like 3008 and 5008, mainly for crossover models. The structure proved so integral to the brand that Peugeot registered the format as intellectual property in France as early as 1929.

That protection wasn’t just symbolic. In 1963, Porsche ran afoul of Peugeot’s trademark during the unveiling of its new model at the Frankfurt Motor Show. The German automaker had proudly named the car “901” — a designation that, at first glance, aligned with Porsche’s existing numeric lineup. But for Peugeot, it crossed a legal boundary. As the French company had exclusive rights to any three-digit car name with a zero in the middle, they issued a formal protest.

Porsche, reportedly reluctant to spark a legal battle on foreign soil, quickly complied. The 901 became the 911 — a name that would go on to achieve legendary status. Interestingly, Porsche also renamed other vehicles such as the 904 and 906, further acknowledging Peugeot’s grip on that distinctive naming convention. While the renaming may have been a minor speed bump at the time, in retrospect it shaped a global icon — a change born from an overlooked detail in branding law.

To this day, Peugeot’s numbering remains a consistent thread through its history, even as it adapts to modern vehicle types and market demands. Recent models like the 408 follow the same structure, while electric variants are tagged with an “e-” prefix. Although Peugeot occasionally revises the scheme — such as freezing the last digit to “8” in recent models — the backbone of the logic remains intact.

The Peugeot-Porsche story reminds us that the smallest details, like the placement of a zero, can ripple through automotive history. It’s a tale of how brand identity, legal foresight, and strategic consistency can shape more than just a model name — they can leave a mark on the global auto industry for generations.