PEUGEOT 407 ELIXIR, 2003

All carmakers seem to have premium pretensions. Even the premium ones will fix their output with a hard stare and wonder if it couldn't be any posher.

- Sam Burnett

Take Peugeot, for instance - the French carmaker has made sporadic, largely unsuccessful attempts to spiff up its bargain bin cars over the last 20 years. But imagine back in 2003 when the firm strolled into the Frankfurt motor show to try and upstage the premium German set in their well-defended backyard.

This concept car was a preview for the production 407, due the following spring. The car to take the fight to the likes of Audi and BMW, sealing Peugeot's place at the mid-level executive's company car table, reserving a spot at your local fancy golf course, top of the list for airport chauffeurs the world over. Stop sniggering at the back there.