It takes years to build a strong brand image, but it can be destroyed by a single act. Just ask jewellery tycoon Gerald Ratner.

Peugeot has been under the cosh for much of the Noughties.

Sub-standard products, disinterested UK managing directors, unhappy dealers and disaffected fleets have seen its market share plummet from more than 7% to a little over 5%.

Peugeot is now making headlines with its company rebrand, new badge and ‘Motion and Emotion’ vision.

Its plan to become the premium carmaker in its slice of the market was announced to European journalists this month.

At the same time, dealers were being told the strategy for recovery. They have responded positively, which is crucial as they have a vital role to play in persuading fleets and the public.

It’ll be a challenge. Every manufacturer has stepped up its game: quality is everywhere. Peugeot has been running just to keep up; to overtake will require something special.

That might be the RCZ or the SR1 roadster, revealed for the first time last week.

Both ooze style and breathtaking looks. Neither is fighting in the fleet heartland but rather are perception-changers that pave the way for the string of more mainstream car launches over the next three years.

The company has to be looking at the long term. Take Skoda – it makes excellent products that are most definitely premium, but many people still dismiss it as that butt of Eighties jokes.

Peugeot doesn’t start from such a low point – it already has some top-quality models, such as the 3008 – but its challenge in changing perceptions is arguably just as great.