PSA Peugeot Citroen, the second largest European automaker, has recently appointed former BMW executive Sabine Scheunert to lead the Citroen brand business strategy in the world’s biggest auto market, China.
Citroen – which is already headed at a global level by a woman, has pointed out it’s the first European brand to have a woman as director for the Chinese market, considered crucial by every global automaker. Scheunert will be in charge of leading the direction of Citroen’s biggest single market, with brand deliveries last year jumping 14.3 percent to a record tally of 320,000 units. The French brand will now have to face the slower growth seen across the Chinese market, as the country’s auto industry and consumers “mature” and the second largest economy in the world sees its annual increase at the slowest pace since the 1990s.
Scheunert, 40, started working for the auto industry back in 1998 at BMW Germany, where she had various sales, marketing and product management positions before, moving on to BMW France in 2004 to lead the product strategy and planning department. Since 2006 she was appointed as BMW’s central and eastern Europe operations marketing director. She then moved to Citroen after 2010 as director of strategy and customer relationship management. In her new leadership role, she also becomes vice managing director of the Dongfeng-Citroen joint venture, in place of Lahouari Bennaoum in both positions, with the latter opting to leave the French group.
Via Automotive News Europe