PSA enlists another ex-Renault executive image

PSA Peugeot Citroen is in the middle of revolutionary transformation, which thoroughly requires new “blood” and it looks like the company is looking no further than archrival Renault to get new executives.

Carlos Tavares, the new PSA chief executive, which last year was the second in command at Renault as the company’s chief operating officer, has enlisted the help of former colleague Stephen Norman, who left Renault last September. Now, Norman would take up the newly created position of PSA senior vice president of group marketing coordination since May 12, with the new office designed to help Tavares with the marketing implementation of the Back in the Race turnaround strategy.

“PSA previously had different people doing the marketing for each brand and coordination suffered,” said Rabih Freiha, an analyst for Exane BNP Paribas. “Now, a single person will run the team and coordinate the strategies across the three brands. This new position was clearly created for Norman. It is good news for PSA.”

Norman is slotted to report to each of the brands CEOs, as Peugeot, Citroen and the newly created DS stand alone unit seek to position “upmarket”, chasing the position occupied by Europe’s largest automaker and the second in the world in 2013, Volkswagen.

Via Automotive News Europe