Peugeot were going to have to pull something special out of the hat if they were going to grab the headlines on the launch of their new 908 HDi Le Mans 24 Hours racer this week.
Turbo-diesel prototypes are old news, of course. It's more than a year since Audi's alternatively-fuelled R10 burst into the limelight from under the Eiffel Tower and seven months since the same design claimed an historic victory in the French enduro. The Audi will be a tough act to follow in every respect, but Peugeot made an announcement on Wednesday that will ensure they get their fair share of column inches between now and June.
Peugeot didn't have a central Paris location and world famous landmark in the background, just a wind-swept proving ground a short but tortuous drive from Charles de Gaulle airport. Yet they still worked hard to create a decent show for the massed ranks of the press who had been jetted in from around Europe.