Get used to this gaping grille, because it will be appearing on a motorway near you next year. Amazingly, Peugeot says the front end of its 407 Elixir concept car will be almost completely unchanged when the production saloon arrives next summer.
The bold, fresh styling will cause a stir in a sector dominated by more sensible creations, such as the mundane Ford Mondeo and Vauxhall Vectra; but the French company is confident it has struck exactly the right balance between conservative and radical.
"We're not going for a Germanic look a lot of cars in the sector have adopted," said an insider. "Just because a lot of fleets are going to buy the 407, it doesn't mean it has to be dull to look at. Peugeot is trying to get back to interesting styling and being a little bit sporty."
The Elixir is powered by the 204bhp 2.7-litre V6 diesel born out of the PSA/Ford joint venture, an engine also heading for the Jaguar S-type. Although the 2.7 won't be in the launch package, it will be added to the 407 range later next year.
The 407 will also make use of the 1.6- and 2.0-litre oil-burners. Petrol models will use 1.8-, 2.0-, and 2.2-litre four-cylinder engines, with a 3.0-litre V6 topping the range.
The £15,000 production car's wheelbase will mirror that of the concept at 2725mm - 25mm up on the 406 - and the 407 will be longer and wider but lower than its predecessor.
Expect the new 407 to play the safety card, as Peugeot is gunning for a five star NCAP result. The concept is fitted with nine airbags, including a driver's knee bag, seatbelt pre-tensioners and a belt-not-fastened reminder.